"Cool Girls Wear Wigs"

Shani Wigs Moments & Acheivments

I crafted the PR angles and drafted responses to journalists questions for the Shani Wigs feature in the September issue of British Vogue. Naomi Campbell could be seen wearing a Shani Wig above.

I supported and contributed to a rebrand that constituted of a photoshoot, out of home ads, and an event that profiled women and their stories around wig wearing.

I extended “Cool Girls Wear Wigs” into an in person brand touchpoint with a vending machine. It gave people a fun, interactive moment with the brand, and naturally encouraged organic posts and shares online.

10k+

New email subscribers.

3M+

Social Media Reach.

01 — Project details

“Cool Girls Wear Wigs” was the slogan I crafted to position wigs as a style choice and a confidence statement, not just a product. Our goal was to address not just the functional needs, but rather the emotional needs of our clients.

02 — Creative process

I translated the big idea into a clear creative direction and messaging system, fashion first visuals, trend aware content formats, and copy that felt modern and unapologetic. Then I extended that same tone through social content, email, and ads so every touchpoint reinforced the campaign.

03 — Results

Wigs were often seen as ugly, tacky, cheap, or only for older or sick women, and this campaign helped shift that perception. “Cool Girls Wear Wigs” strengthened positive brand perception by making wigs feel stylish, young, and trendy.