The YITTY Soft Rib Collection, spotlighted by Madi Webb, introduces ultra-light, lingerie-inspired pieces designed for everyday wear. This campaign emphasizes comfort, versatility, and a seamless blend of style and function.

OBJECTIVE:

• Highlight the collection's lightweight and breathable fabric.

• Showcase the versatility of the pieces for various occasions.

KEY ROLE & RESPONSIBILITIES:

• Led art direction for the campaign, shaping visual storytelling while maintaining the soft, comfortable theme.

• Researched and designed layouts that showcased product features and benefits in a fun, editorial way without feeling cluttered.

• Collaborated with the creative team on digital assets and social media content to ensure cohesive branding aligned with YITTY’s inclusive and empowering message.