Matilda Jane

Matilda Jane Clothing boasts a rich history as the go-to retailer for parents seeking special occasion outfits for their little ones. While the brand has consistently delivered high-quality garments designed for play, there was a challenge in shifting parent’s perception that these clothes could be used for play.

To maintain the brand's girly essence and elevate the playfulness, we took a unique approach. We transformed a rustic camp in Northern California into a real-life playground, inviting little girls and their families to join in the fun. Activities included hiking, archery, sack races, heartfelt letters home, communal meals in the mess hall, and cozy movie nights. This immersive experience was complemented by a comprehensive photo and video shoot, creating captivating content to showcase the clothing line.

The marketing strategy extended to web, social media, and digital platforms, as well as numerous print and digital collateral for the company's dedicated sales force to communicate how every outfit becomes a cherished part of childhood adventures.

Photographer: Gretchen Easton