Editorial feature for a luxury fashion designer
(Names changed to protect client anonymity)
Project summary
This is a secret client (sorry!) whose name we can’t reveal. Suffice it to say, she’s a hugely successful luxury fashion designer. You may have heard of some women who have worn her dresses – Beyoncé? Taylor Swift? Yeah, this designer’s kind of a big deal.
We adored writing this sparkly, high-fashion news piece. We got to daydream about donning diaphanous gowns and strutting our stuff at red-carpet events. In reality, we were hunched over our laptops while wearing pyjamas and snacking on biscuits.
To write a glamorous, glitzy news piece about how this designer is redefining women’s empowerment through fashion.
This client gave us various sources to write this piece from, including an interview transcript, biographies, and news articles. Then it was over to us to work our magic.
She also wanted the news piece translated into her native language. This meant avoiding any English-specific phrasing, slang, or descriptions that wouldn’t translate easily.
On top of this, we worked in the client’s chosen keyword, her name, at a density of 0.5%.
The lead story for this piece: The client’s brand was featuring in a newly opened womenswear room at Harrods. (Yes, that Harrods.) We teased the news in the introduction before diving into a profile of the designer to familiarise the reader with her story.
The main body of the article was all about how the designer’s sensual, feminine pieces empower women. To highlight her passion for uplifting women, we brought in more of the designer’s voice, pulling choice quotes from the interview.
Next, we shared all the shiny details of the new retail spaces at Harrods, emphasising the store as the destination for shoppers seeking exclusive, luxury brands.
To round out the piece, we underscored the central theme – that the client’s brand champions women’s empowerment through fashion. We also carried the theme into a Vogue-like ‘About’ section that shared more context about the client.
An informative yet enchanting news piece that leaves readers in no doubt that this is the luxury brand to wear to feel beautiful and powerful.
The images below are placeholders and do not belong to the client.
Karrie Thelma: Redefining Women's Empowerment Through Fashion
Here's the finished result!
Luxury department store Harrods unveiled two new womenswear rooms in December 2023. Dedicated to occasionwear and swimwear, the rooms are part of Harrods’ ongoing redevelopment project at its home in Knightsbridge, London.
Among the 38 brands featured in the evening and occasion room is the luxury womenswear designer Karrie Thelma (KT). Thelma is a Romanian fashion designer known for her empowering, distinctive designs. Here’s how she’s redefining women’s empowerment through fashion at Harrods and beyond.
Karrie Thelma: Revolutionizing Eveningwear
Since Thelma founded KT in 2003, the luxury fashion brand has become a red-carpet staple. Many A-list celebrities have worn the designer’s dresses and other pieces at high-profile events like the Cannes Film Festival and the ESPY Awards. Her opulent, feminine designs often feature her signature pleating, flowing silhouettes, and intricate details.
Thelma became interested in fashion as a teenager. Curious about how clothing could allow her to express her creativity, she taught herself to sew and experimented with designs.
Before starting her fashion career, Thelma intended to become an interior designer. However, she found herself attracted to textile design and gained a master’s degree in the subject at L’Institut Supérieur des Arts Appliqués (LISAA) in Paris.
It was the realization that clothing could be a tool for female empowerment that truly ignited Thelma’s passion for fashion design. She went on to revolutionize women’s eveningwear by creating a new type of fresh, youthful, sophisticated gown. Her innovative approach challenged classic prom and wedding guest styles.
How Karrie Thelma’s Designs Empower Women
Women are at the heart of KT, and Thelma weaves sensuality, strength, and power into each piece she creates. She designs for women who seek to “transcend trends” and who are “unapologetically themselves.” These women “want to communicate their confidence and uniqueness through what they wear” and curate “their own narratives.”
To this end, Thelma crafts “covetable pieces in beautiful fabrics, memorable prints,” and “daring cuts or delicate laces.” Her flair for fabrics has become a trademark of her brand. She carefully selects each season’s color palette, bringing her visions to life with luxurious, custom-dyed silks. Her team of 90 seamstresses uses French haute-couture techniques and traditional Romanian artistry to handcraft gowns at the KT production center.
Redefining Beauty and Confidence for All Women
Many women want to feel both sensual and empowered when they attend important events, be it receiving recognition at an awards ceremony or partying at a glamorous gathering. A KT creation ensures its wearer feels beautiful and confident as they navigate various social events and special occasions.
As a result of her focus on women’s empowerment, Thelma has become a sought-after designer among celebrities. Famous women like Taylor Swift, Zendaya, and Beyoncé have worn KT designs in music videos, magazine cover photo shoots, and advertising campaigns.
However, Thelma doesn’t only dress celebrities. She is passionate about designing for all women who are playing the leading roles in their lives.
Thelma explains that her gowns are “statements of power and sensitivity at the same time.” Her creations frequently serve as subtle witnesses to significant moments in the lives of many inspiring, trailblazing women.
Empowering Multi-Faceted Femininity
Thelma’s gowns allow for “multi-faceted femininity,” in terms of body shape and individual style. Whether it’s the way they fit the wearer or the statement they make, KT dresses refuse to conform or confine.
Comfort is an important factor for many women when attending formal affairs. Thelma believes that women shouldn’t have to compromise comfort for beauty. Many KT designs include bust padding and adjustable, lace-up fastenings to ensure the perfect fit.
“I’ve witnessed firsthand how what we wear can profoundly influence our confidence, self-expression, and overall sense of empowerment,” Thelma says. When the wearer feels comfortable in their own skin, they effortlessly exude confidence.
Thelma feels there’s a growing demand for inclusivity in fashion and a “more inclusive definition of beauty.” She believes more brands will expand their size ranges and feature a greater diversity of models in their campaigns in 2024.
Harrods’ New Shopping Spaces
Shoppers can find Harrods’ new evening and occasion and holiday and swim spaces on the first floor of the iconic, single-site department store. Part of the second phase of the store’s redevelopment project, the two spaces span almost 10,000 square feet.
The new holiday and swim space offers customers a year-round destination to shop for vacation options, such as swimwear and resort apparel. Shoppers can browse looks from Missoni, Eres, Pucci, and other notable swimwear brands.
Meanwhile, Harrods’ new evening and occasion space offers an “elevated, current, and modern environment.” The space includes four extra-large fitting rooms and two extravagant VIP rooms. Customers can book these VIP rooms to use while they shop in-store. Given the 50% growth in Harrods’ eveningwear category since 2021, these rooms are set to prove popular with shoppers.
Harrods’ new evening and occasion space also showcases exclusive pieces from KT. Each piece reflects Thelma’s unique perspective on fashion and her commitment to creating designs that empower and celebrate women.
Peter Hay, fashion purchasing director at Harrods, says the department store endeavors to create spaces where customers feel “transported into a luxurious universe where every detail has been considered,” from the overall layout to the fitting room details.
Hay is “passionate about creating the ultimate shopping experience” for Harrods’ clients, “who have come to expect not only the best in service and offering but also in surroundings.”
Creating Luxurious Fashion Experiences
Harrods’ new retail spaces are bright and open, with plenty of room for shoppers to browse new styles. Mannequins wearing partywear designs from KT and other brands, like Pamella Roland and Taller Marmo, line the upmarket occasionwear space. Thelma’s stunning pieces fit in perfectly against the lavish backdrop.
Thelma says: “Our collaboration with Harrods has represented a significant milestone as it marked our first brick and mortar presence in the United Kingdom. While we have previously served the market via online retailers, this venture allowed us to provide the KT clientele with a fully immersive brand experience for the first time.”
“Over the years, our partnership has evolved into a strategic alliance that transcends the physical presence. From curating unforgettable brand events to crafting exclusive collections tailored for the discerning Harrods clientele, Karrie Thelma has become synonymous with excellence in eveningwear and is a cornerstone of the newly relaunched occasionwear room.”
As Harrods continues to redefine the luxury shopping experience, KT dazzles as a prominent brand that celebrates women’s empowerment through fashion.
About Karrie Thelma
Karrie Thelma’s designs embody feminine strength and celebrate individuality. When designing, Thelma takes inspiration from women everywhere, including KT’s all-women team and powerful brand ambassadors.
From concept and creation to the experience of wearing a KT gown, Thelma’s designs empower all women. KT dresses are declarations of femininity that encompass the essence of womanhood across cultures, generations, and body types. The graphic quality of KT pieces has seen them feature in numerous global campaigns, inspiring women worldwide.
Countless stars have worn KT designs, cementing the brand’s reputation for sophistication and glamor. These celebrities include Jennifer Lopez, Sarah Michelle Gellar, Dita von Teese, Eva Longoria, Catherine Zeta-Jones, Cecilia Rodríguez, Kim Kardashian, Cristina Jacob, Heidi Klum, Adriana Lima, Nicole Scherzinger, Emily Ratajkowski, and Vanessa Hudgens.
KT reveals each new season’s collection to buyers at intimate Paris Fashion Week showcases. Guests enjoy refreshments in a château-like home in Paris’ historic 8th arrondissement while viewing the brand’s new designs.
Ready-to-wear collections from KT are available from retailers like Neiman Marcus, Saks Fifth Avenue, and Harvey Nichols. The brand also offers bespoke services that provide clients with a personalized experience and customized pieces.
KT is dedicated to sustainable and ethical fashion practices. The brand uses only the finest materials and advocates for responsible production methods. KT continues to challenge norms, delivering innovative designs that enchant and inspire.
