ASHLEY LUXE
LIVE IN LUXE
OPPORTUNITY
Ashley, the largest furniture retailer in North America, was ready to introduce a new kind of offering: Ashley Luxe. A new luxury collection unlike anything they have had before, rooted in the idea that great design should be attainable, not exclusive.
To launch Luxe, the brand needed to connect with a style-driven audience and reframe Ashley as a destination for elevated but attainable luxury.
IDEA
Luxury is often presented as pristine, untouched, and out of reach. For Ashley Luxe, we did the opposite.
We partnered with style icon and A-list actress Hailee Steinfeld as the face of the creative campaign. She has an A-list closet... but (like most of us when we enter our closets), she still has nothing to wear until she takes a fresh look at her Ashley Luxe sectional. The kind of luxury you’re supposed to be precious about.
Hailee takes a box cutter to the sectional, transforming it into a one-of-a-kind couture gown showing off the collection’s elevated materials, craftsmanship, and style. By breaking the rules of how luxury is typically shown, we positioned Ashley Luxe as a new kind of luxury: high-end design made to be lived in.
Leading up to the launch, we built anticipation with a series of teasers, hinting at the unexpected partnership and the new collection before revealing Hailee Steinfeld as the face of Ashley Luxe.
The launch unfolded across film, digital, and social, turning lived-in luxury into a defining statement for the brand.
IMPACT
First celebrity-endorsed collection launch for the brand.
Ashley Luxe Launch
