Strength and style

Monroe, a rising fashion and lifestyle brand, challenged Aphra to create a campaign that moved beyond seasonal trends and surface-level styling. They wanted to tell deeper stories — to show how personal style is shaped by lived experience, and to champion the strength behind what women wear.

OBJECTIVE

Their goal? A brand moment that felt bigger than clothes. One that connected directly with their community and stood for something real.

Strategy

We began with insight. Through collaborative workshops with the Monroe team, we surfaced the values at the core of their brand — strength, authenticity, and connection. From there, we developed Strength & Style: a content-led campaign spotlighting real women with powerful stories, photographed and styled in Monroe pieces.

Rather than casting models, we sourced an incredible group of women from within the Monroe audience — founders, mothers, creators, leaders. Women who have lived, lost, grown, rebuilt and risen. Each was styled in a Monroe look that felt true to her — no retouching, no filters, just unapologetic presence.

• Creative direction & storytelling: We developed the campaign look, feel and language — clean, confident and human.

• Photoshoot production: Shot on location at Battersea Power Station, the visuals struck a balance between power and softness.

• Interview content: Each woman shared her story — from navigating single motherhood, to neurodivergence, to redefining success post-corporate burnout.

• Campaign roll-out: Aphra supported Monroe in delivering cross-platform content, including blog features, social storytelling, email strategy, and digital lookbooks.