Day Et
Campaign - British heritage and playful surrealism
For the launch of DAY ET’s Mono bag collection featuring Liberty fabrics, we created Sisters in the British Garden, a campaign universe blending British heritage, playful surrealism and contemporary fashion.
Inspired by the dreamlike world of Alice in Wonderland and the eccentric visual language of Poor Things, the campaign unfolds in a romantic British garden. The styling draws on the 1930s, creating a visual connection to Liberty’s Emma Amelia print, an archive-inspired floral design rooted in the same era.
At the centre of the story are two sisters spending a warm summer day in the garden. Their world feels elegant yet slightly offbeat, balancing nostalgia, humour and an understated sense of old-money cool.
We developed the creative concept and campaign direction across digital platforms, alongside print imagery for DAY ET’s pop-up event in Østerbro, Copenhagen. Combining AI-generated imagery and video, graphics and editing, we shaped the campaign into a short art-film-inspired narrative where DAY ET’s modern bags meet Liberty’s heritage, tradition and distinctive floral universe.
