Cara Mia MayLeading creative direction, marketing and sales for Cara Mia May’s luxury, vintage-inspired pyjama collection, handmade in Puglia, Italy
❋ Creative direction The creative direction centred on the pyjama collection as the core expression of the Cara Mia May brand. Inspired by vintage silhouettes and Italian slow living, the direction focused on ease, femininity and confidence. The pyjamas were positioned as pieces designed to be lived in, worn in the morning, throughout the day and into the evening, reflecting a relaxed and expressive lifestyle rooted in Puglia.
❋ VisualsVisual content was created to bring the pyjamas to life through movement, personality and confidence. Imagery focused on women enjoying themselves, playing, laughing and feeling comfortable in who they are, showing the pyjamas as an extension of self rather than a styled product. Shooting in Puglia grounded the collection in its place of origin, capturing the Italian lifestyle and allowing customers to connect with that way of living wherever they are.
❋ Marketing & Sales Marketing and sales activity spanned both on-site and digital channels, with a clear focus on conversion. Guests experienced and purchased the pyjamas in person, while shoppable content, product-led storytelling and user-generated imagery were used across social media and the website to drive traffic and online sales. This approach increased visibility and revenue by directly linking real-world experience with digital engagement and purchase.
❋ Reach & performance The pyjama collection drove strong attention and engagement for the Cara Mia May brand, generating consistent traction across social platforms and supporting product sales. Online visibility also increased interest in the wider Cara Mia May experience, while guests wearing and sharing the pyjamas extended reach organically. Together, this created a clear loop between on-site experience and digital exposure, strengthening brand recognition, sales and long-term growth.
