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ConceptPhotography · Content2025

Silk Study

Concept 03 · Fashion Editorial

An editorial series exploring light, movement and emerald silk.

Self-initiated concept project showcasing our approach. The client is fictional and every number is a projection.

Emerald silk caught mid-motion against a black backdrop
Concept visualisation

The look

Concept visualisation · not a client shoot

Model seen from behind in a flowing emerald silk gown
Concept visualisation
Macro of emerald silk weave with a gold thread
Concept visualisation
Studio light setup with emerald silk on a stand
Concept visualisation
Emerald and black silk scarf with gold jewellery
Concept visualisation

The brief

Fictional client · An independent modest-fashion label selling online from Dubai

A fictional Dubai fashion label sells silk pieces through its own online store and wants to grow beyond word of mouth.

The goal: an editorial look that feels luxury, plus a content engine that turns followers into first-time buyers.

Audience

  • SEGMENT 01

    Dubai professionals

    Women 25–40 buying occasion and workwear pieces online.

  • SEGMENT 02

    Gift buyers

    Partners and friends shopping for Eid, birthdays and weddings.

  • SEGMENT 03

    GCC shoppers

    Saudi and Kuwaiti customers who follow Dubai labels on Instagram.

Strategy

"Silk in motion" — every piece filmed moving in light, so the fabric sells itself in the first second of a reel.

  • Instagram

    Editorial grid, Reels and catalogue ads.

  • TikTok

    Styling and behind-the-scenes clips.

  • WhatsApp & email

    Sign-up offer and new-drop alerts to capture leads.

Deliverables & content plan

Shoot list

  • Studio editorial on emerald backdrop
  • Fabric-in-motion macro films
  • Styling looks (3 ways)
  • Flat lays for the store
  • Model portraits

10

Reels / month

14

Feed posts / month

8

Ad variants

4-week content calendar

  1. Week 1

    Editorial

    Campaign reveal · lookbook carousel · catalogue ads

  2. Week 2

    Motion

    Fabric-in-motion reels · sign-up offer

  3. Week 3

    Styling

    3-ways styling reel · creator collab

  4. Week 4

    Gift

    Gift-guide carousel · retargeting · report

Funnel

  1. 01

    Shoot

    5 set-ups

  2. 02

    Content

    32 assets / mo

  3. 03

    Ads

    ~133,333 reachproj.

  4. 04

    Leads

    ~533 · offer sign-upsproj.

  5. 05

    Customers

    ~80 · first ordersproj.

Projected results

  • Projection

    ~133,333

    Projected monthly reach

  • Projection

    ~533

    Projected leads / month

  • Projection

    ~AED 11

    Projected cost per lead

  • Projection

    ~80

    Projected new customers / month

  • Projection

    ~AED 68,000

    Projected revenue / month

Modelled projection based on the assumptions below — not achieved client results.

Assumptions

Projection assumptions
Monthly ad budgetAED 6,000
CPM (cost per 1,000 impressions)AED 18
Average frequency2.5× per person
Click-through rate1.6%
Lead conversion rate (click → offer sign-up)10%
Lead-to-customer rate (→ first order)15%
Average customer valueAED 850

Dubai benchmarks for this category. Fashion sign-ups are cheap leads — close to FindYourCoaches' real AED 10–15 cost per lead. Customer value is an average first order.

Try the numbers

Projection calculator

Projection
Projected reach
~133,333
Projected leads
~533
Projected customers
~80
Projected revenue
~AED 68,000

Modelled projection based on the assumptions below — not achieved client results. Other assumptions stay as in the table.

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