ANICHINI was the first textile company to popularize linen bedding and natural fibers in the luxury home and hospitality markets. The founder called it “Enlightened Luxury” in response to the glitz and gilded look popular in the 1980s when she founded the company. ANICHINI found their sales being eaten into by new companies, savvy to younger people shopping via Instagram and other platforms, who were running with natural fibers in lesser qualities.

ANICHINI came to me looking for a solution. I suggested re-introducing their excellent motto to the younger audience and educating Millennial and Gen Z consumers on the concept of Enlightened Luxury and positioning ANICHINI as the premier company bringing linen and other natural fibers into the home. To cut through the noise of much on social platforms today, even in the home space, we opted for photos and video with no or extremely minimal human involvement, allowing the viewer to focus on the scene of serenity.

The result was a revamped website with more modern language, photography, graphics and integrated video, a PR push to position ANICHINI as the leader of fine textiles and a social media overhaul with sales implementation across Instagram.