When Vogue announced the top 10 finalists for the prestigious CFDA/Vogue Fashion Fund prize last week, editor Anna Wintour noted that the nominees are “not only talented, they’re engaged with a rapidly changing world, reflecting a whole new set of values and beliefs about what fashion can and should be.”
Brooklyn, N.Y.–based jewelry brand Scosha—one of the two jewelry ateliers up for the award (Rebecca de Ravenel is the other)—embodies that idea of engaging with an evolving fashion audience in ways that feel both effortless and innovative.
Take Scosha’s colorful Instagram feed, which has garnered more than 25,000 followers. The assemblage of product, lifestyle, and vintage photos on the feed define an approach to marketing that makes room for humor and nonchalance—qualities not typically present in luxury goods marketing, but ones that have become hallmarks of strong marketing campaigns aimed at millennial and Gen-Z consumers.
Here’s how the brand’s slaying it on IG.
Kids, senior citizens, people of all colors and creeds. The new fashion world order is nothing if not inclusive, and Scosha does a wonderful job of culling and curating photography (art already in the ether) that celebrates jewelry, yes, but also the beauty inherent to humankind, not supermodels.
“Monday SALE. Snooze you lose, purrrr,” reads a post that shows a leopard blissfully sleeping in a tree. Scosha isn’t afraid to imbue humor and silliness into its IG mix—and because the photos are still interesting, and even epic-feeling, funny posts feel like a natural part of the program.
Woven through the feed are just-because posts designed to spread joy. Think rainbows, witchy cauldrons, space travel and even a video clip of a guy in a top hat and tails playing a tuba that spurts fire (see below).
Scosha founder and designer Scosha Woolridge occasionally lets us into her personal life, posting photos of her family, but she always keeps the photo-quality bar high. We get a glimpse of who’s behind the brand, but even the kid shots are fun and interesting.
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