A Strategic Shift in Tone and Target

Rooted in the familiar phrasing of “That’s what they’re wearing these days,” this concept blends cultural relevance with a conversational tone to position Harry Rosen as both observer and tastemaker. “What They’re Wearing” was designed to signal that we’re not just keeping up with trends—we’re shaping them—while highlighting that our customer base already includes a younger, style-conscious audience.

A key insight guiding this work was our customer’s appetite for education—they don’t just want to see what’s trending, they want to understand how to wear it. This insight informed the structure of the campaign, which delivered trend-driven content with practical styling advice, bridging aspiration with action.

To bring the concept to life, we leaned into a street-style photography approach—intentionally breaking from our traditional polished aesthetic. This shift not only felt fresh and editorial, but also unlocked significant performance: the campaign delivered the highest ROI our team has seen on an upper-funnel video initiative to date.

By combining cultural fluency, consumer insight, and strategic risk-taking, the campaign reframed how Harry Rosen shows up to new audiences—authentically, confidently, and with style that resonates.

Photographers: Kyle Wilson | Videographer:Matt Watkins | Grooming: Sophie Hsin
Styling: Chunyu Yuan and Karyssa Paez. | Creative Direction: Grace Boivin