Print campaign
The idea was to keep the allure of the borrowed “boyfriend shirt,” while letting the wearer assert her independence. The implied boyfriends are “exotic” and desirable, with equally desirable shirts. Atherley shirt dresses are just as luxurious—and they fit. Each ad takes the form of a Dear John letter, and keeps the surprises coming with liberal use of enjambed line breaks. I wrote the copy and did the typography.

Text:

THE BOYFRIEND SHIRT,
NO STRINGS ATTACHED.

Dear Alessandro,

you are stylish, gorgeous, rich,

but I most loved the sweet touch
of your Swiss cotton shirts.

Now I have my own
and they fit.

Dear Philippe,