We’ve been working with the Sri Lankan fashion e-tailer FMLK for a few years now. While the brand uses their in-house promo team for everyday communications, they hire us to articulate the style philosophies and stories behind special collections.
For FMLK it’s important to communicate the inspiration and story behind each collection because this is really what builds the connection between the consumer and the looks they see on the screen. Being a retailer that predominantly online, the entire sales pitch of the product was the content that consumers saw on their screens. So, the challenge for the writer was in keeping things fresh, even when two collections came out each week, and allowing South Asian consumers to see how these cool new styles actually have a story that connects back to their cultures and roots.