September 2023

Global | New York City Launch Event | Los Angeles | London

Falling For Anthro
Fall/Winter 2023 Global Brand Campaign

Anthropologie ushered in the Fall/Winter 2023 season with Falling for Anthro, a global campaign fronted by Australian actor and style icon Phoebe Tonkin. Designed to attract a new generation of fashion-conscious consumers while re-engaging the brand’s long-standing community, the campaign highlighted Anthropologie’s elevated yet approachable design ethos through cinematic storytelling and trend-led fashion moments.

The campaign launched with an exclusive celebration in New York City, where Tonkin arrived wearing a chocolate brown lace-trim slipdress from Anthropologie’s new collection. Her minimalist look reflected the campaign’s tone: effortless, confident, and modern.

Position Anthropologie as the definitive destination for fall fashion through a global campaign that merges editorial artistry, celebrity influence, and digital reach. The goal was to engage new audiences under 40 while reigniting enthusiasm among existing customers, reinforcing Anthropologie’s authority as a creative lifestyle brand.

With 30 years of heritage and a loyal customer base, Anthropologie’s challenge was to evolve its visual and cultural identity to remain relevant to younger consumers without losing its signature aesthetic. The campaign needed to bridge generational appeal by blending trend-driven silhouettes with timeless classics.

Execute a large-scale, multi-channel campaign uniting storytelling, celebrity partnership, and customer insight.
The creative strategy centered on three pillars:

Modern Femininity: Celebrate self-expression through elevated styling, sensual textures, and refined minimalism.

Cultural Resonance: Use Phoebe Tonkin’s global influence to connect with audiences through authenticity and aspiration.

Commerce Through Creativity: Integrate fall product storytelling across media formats to inspire engagement and conversion.

Rolled out a multi-platform content series across Instagram, TikTok, YouTube, and Anthropologie.com, featuring Tonkin in a range of looks—from a bronze slipdress and lilac faux-fur coat to a crystal-embellished sheer gown and striped sweater dress.

Shared behind-the-scenes film stills and interviews with Tonkin to extend narrative depth and reinforce the brand’s artistic identity.

Featured the campaign imagery across global retail locations and e-commerce, ensuring full integration of the creative concept across touchpoints.

Partnered with high-profile influencers including Anna Sitar, Remi Bader, Tezza Barton, and Lauren Wolfe to amplify visibility across social platforms.

Executed large-scale out-of-home activations including digital billboards in Times Square and Los Angeles, U.K. taxi cab placements, and wild postings across New York and California.

Generated global press coverage across lifestyle and fashion publications highlighting the campaign’s creative direction, Phoebe Tonkin’s styling, and Anthropologie’s renewed cultural relevance.

Seasonal Storytelling: Capture the essence of fall through color, movement, and emotion.

Trend Meets Timeless: Showcase a balance of bold, sheer, and shimmering designs with classic Anthropologie silhouettes.

Editorial Influence: Merge cinematic storytelling with digital fluency across social and video formats.

Cultural Connection: Reinforce Anthropologie’s position as both a creative authority and a modern lifestyle destination.

Anthropologie’s largest fall marketing investment to date

13% YoY sales increase reported in Q2 2023, driven by apparel, footwear, and accessories

Double-digit new customer growth among audiences under 40

Over 8.5 million potential reach via Phoebe Tonkin’s cross-platform following

Global campaign visibility through OOH, influencer collaborations, and retail integration

Anthropologie Taps Actor Phoebe Tonkin for “Falling for Anthro” Campaign — Glossy

Falling for Anthro redefined Anthropologie’s creative direction for a new era. Through a seamless blend of cinematic storytelling, global media, and authentic celebrity influence, the campaign revived brand excitement and expanded Anthropologie’s reach among modern consumers.

The result was a visually rich and emotionally resonant narrative that celebrated both the art of dressing and the enduring allure of fall.