Written by Maria Galvão de Sousa.

Digital has quickly become one of our main channels of communication. It’s online where we spend a big part of our daily life and where we interact and get informed about the brands we love.

We use digital channels before, during and after making a purchase. This because we don’t only want to buy a certain brand, we want to interact, belong and be the brand from which we buy.

It’s by using this new wave of communication that brands adopt online platforms and social media channels to sell and engage with consumers. A big selection of smaller digital brands has rapidly grown due to their easy, cost-effective marketing strategies that help them reach and excite consumers on a fast consumption era. 

Reformation Campaign

Rouje “Premiers Rayons” SS19 Lookbook

Digital brands are characterised by rapid growth, social media fluency and e-commerce focused distribution.

Some of the bigger cases of success are sustainable brand Reformation, that has 1.2 million followers and its business focused only on online sales, Jeanne Damas’s brand Rouje, the Parisian brand founded by the French it-girl that has 456 thousand followers, and London’s womenswear clothing brand House of Sunny.

House of Sunny “Blooms and Skins” SS19 Lookbook

House of Sunny “Blooms and Skins” SS19 Lookbook

House of Sunny, created in 2011, has over 127 thousand Instagram followers.

The brand started its business with a small shop in London but focused its efforts to grow online, with the right associations and a contemporary design that appeals to young fashion enthusiasts, it has managed to grow the business and followers immensely in a short period of time counting. After its initial success, it has evolved into a wholesale business that now relies on more than 72 retail partners, including The Feeting Room.  

House of Sunny “Blooms and Skins” SS19 Lookbook

House of Sunny “Blooms and Skins” SS19 Lookbook

House of Sunny promotes a sustainable business while creating everyday staples with an artisan twist, by only producing two seasonal collections a year, it sets a slower pace to the design team, allowing them time to research and source sustainable fabrics, trims and manufacturing methods.

Maria Galvão de Sousa works in fashion production and communication. After her studies in Fashion and Textile Design, she lived half a year in London where she had her first real contact with the industry.For the past three years, she’s been working with international fashion brands throughout the main fashion weeks helping them develop their business and communication strategy.She has also been an editor and curator for her own project and blog Contemporary Lives Here for the past 8 years, where she develops editorial content and conceptual campaigns for international and national brands. 

Find her work at: 



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