The Heroine platform caters to style enthusiasts – women who curate their wardrobe with intention, savvy and an eye towards sustainability. The community maintains an encyclopedic knowledge of fashion history, and a particular penchant for vintage.

The recently refreshed identify and editorial strategy reflects this unique enthusiast mentality. The brand pillars focus on curation, investment-focused shopping and telling the stories behind the rarest, most coveted pieces in the fashion archive.

Visual Style

The look and feel of Heroine has a focus on ‘90s and Y2K era aesthetics. Influenced by Prada, Helmut Lang, Céline (during Philo’s reign), the brand maintains a neutral palette in white, black, cream and grey. Nostalgic image references from the fashion archive are mixed with contemporary street style to capture modern women with taste around the globe.

Digital Content

A mix of editorial and shopping content plays to the brand’s elevated, curated DNA, while maximizing audience impact through SEO. Below, a few sample clips from the brand’s digital magazine, The Editorial.