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Back to School
Dirty Laundry is Chinese Laundry's little sister. She's cool, confident, and doesn't care if you know it. For this send we wanted to message shoes to wear for the new school year so I wanted to play with some hand drawn elements and make it look like the DL girl was doodling away in her notebooks, playing both with the cooler aspect of the brand while still being on theme.
The copywriter, meanwhile, decided to play with 'Mean Girl's' inspired text to lean into the back to school theme. I thought that it would be super fun to play on the words 'does not exist' and have them slowly fading out. It felt like a cool way to play with the text. Of course, I then brought the style back in for the 'shop now' text at the bottom of the email.
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