Kallio & Co.
The seasonal lookbook essay for an independent Helsinki fashion label, written to be read on paper and on the e-commerce site without changing a word.
The context.
Kallio & Co. are an independent fashion label that publishes a seasonal lookbook twice a year. The lookbook had been written for six years by a freelance writer who had retired in early 2024. The label's founders wanted the new writer to read like the old writer — but not so much like her that the loss of her was felt.
The approach.
A two-week Quill engagement. We read every previous lookbook before drafting and made a one-page document of the things the previous writer did consistently well — and the few things we would do differently. The piece itself is eight hundred words; it took us nine working days to write.
The outcome.
The lookbook shipped on time and ran identically on the printed edition and the e-commerce site. The label has booked the spring/summer 2026 lookbook on a Quill engagement.
"The Quill — seasonal lookbook copy — 2024, Independent fashion, Helsinki." Casework · Kallio & Co.
Working on something comparable?
Send a brief and we will write back within two working days. Or read the engagement that this casework was run on, to see the structure.