Copywriting

Crescendo Apparel Catalog Insert Crescendo Apparel sees every detail as an opportunity to flatter a woman’s figure. This insert, which was tipped into the Spring/Summer catalog, calls out some of those small matters that make a big difference. The challenge was to cover the details without losing the broader, emotionally resonant brand promise.

Catalog Insert

A little backstory for you: When naming the garments in this collection, I drew inspiration from early Hollywood. Hence the “Go-See top,” “Callback sweater” and “Marlene pants” (an homage to Marlene Dietrich). So when I stumbled on a gobsmackingly appropriate Dietrich quote, I jumped. The below excerpt demonstrates how I incorporated her words:

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At Crescendo Apparel, we see every detail as an opportunity to emphasize what’s gorgeous about your shape. Every stitch is sewn to lengthen your lines, every silhouette designed to balance your proportions. And for women with small waists and full hips, our pants and skirts are cut to fit, eliminating the dreaded “gap at the waist.”

We take our cues from Hollywood icon Marlene Dietrich, who once said about her famous legs: “Darling, the legs aren’t so beautiful. I just know what to do with them.” Naturally, we had to name a pair of pants for her.