RIXO x Dragon Diffusion

The RIXO x Dragon Diffusion collaboration was built around a simple, personal idea: that a new bag should feel like a new best friend. I led the design of the full online campaign journey, translating that feeling of nostalgia into a clean editorial lookbook that let the imagery do the talking. The project also became an opportunity to push the digital experience further. Working closely with the ecommerce team, I tested new layout formats to improve navigability and explored more intuitive ways to drive conversion, including shoppable product captions that reduced friction between inspiration and purchase. For the social pre-launch, I curated a series of vintage photography featuring iconic best friend duos to build anticipation and anchor the campaign emotionally before the product was revealed.