Case Study

Before inclusivity became mainstream, Universal Standard was a pioneer in the plus-size market. An exciting startup based in Seattle and NYC, backed by Natalie Massenet of Imaginary Ventures, Elizabeth Cutler of Soul Cycle, Jonathan Neman and Nicolas Jammet of Sweetgreen and Gwyneth Paltrow, and founded by Alex Waldman and Polina Veksler.

Model Precious Lee wearing wire rim glasses and her curly hair loose.

Award-Winning Campaign Case Study

To support the launch of their Fit Liberty program, Universal Standard worked with DTE studio to create a multi-dimensional campaign. DTE handled all aspects of the campaign, including creative direction, casting, pre and post-production, retouching, and video editing. The campaign cemented Universal Standard as a leader in the market, and DTE received four Telly Awards for its work.

Advertising layout by DTE studio for Universal Standard. A model is laying down with her arm outstretched above, and only her neck and above are visible. In bold white text the campaign message says FASHION FREEDOM.
Three Telly Award statues that DTE studio won for Best in Branded Content, Directing and Social, Fashion and Lifestyle and Budget under 100k.

Out of Home

As an extension of the Fit Liberty Campaign Video, DTE executed an out of home campaign that blanketed New York City.

Editorial & E-Commerce Content

DTE studio was tasked with creating all new content to fill Universal Standard's e-commerce site. In a record 3 months, DTE produced over 1500 pieces of content, from concept through to production. Product pages were filled with dynamic, shoppable photos and videos. Editorial stories with a fresh, fashion-forward direction, style tips and exciting brought Fashion Freedom to a new market.

A grid of smaller images in 3 rows showcasing different e-commerce style photos of Universal Standard's clothing by DTE studio. The models are all on the same light gray background and have a variety of poses and styles worn.
A smiling model wearing a white tank top and jeans puts on a denim jacket.
Editorial styling stories by DTE showing different professional looks, with cursive text below naming the products featured.

Product Heroes

To highlight the high-quality materials, special details and show style diversity, DTE provided creative direction, production and post on photoshoots focused solely on the products.

Still life photos of different clothing items - a blue wrap shirt, gray overalls, dark green puffy coat and sheer, rose colored mesh shirt.

A 360° Approach

DTE studio refreshed Universal Standard's website with an elevated look and feel, creating an engaging, robust and flexible brand experience to encompass partners, editorial content, stories and browsing for a best-in-class online shopping experience.

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