Acler’s High Summer 26 Campaign
If I were on your team, this is where I’d start..
Overview
Acler has built something rare. A female-founded Australian fashion house with genuine global reach, beloved for its quality craftsmanship, considered design, and its accessible luxury positioning. Acler’s High Summer 26 collection presents an opportunity to meet the brand’s momentum with a campaign that feels as elevated and considered as the collection itself.
To bring High Summer 26 to life across all marketing touch points, this campaign spans five key areas: an intimate launch event putting the collection in the hands of press and talent; a targeted press strategy securing editorial in premium titles including RUSSH and Vogue Australia; a curated influencer seeding program extending reach organically; a social content rollout capturing the High Summer world across owned channels; and a CRM campaign that brings the collection directly to Acler's existing community.
Together, these activations create a cohesive, culturally resonant campaign that drives both brand desirability and commercial impact.
Part 1: Launch Event
The High Summer 26 campaign opens with an intimate dinner for 20-25 carefully selected media, stylists and fashion creators at Armorica in Surry Hills.
Beyond a beautiful evening, guests receive a genuine Acler experience, including first access to the High Summer 26 collection, an intimate conversation with founders and creative directors Kathryn and Julia about the inspiration and craftsmanship behind the capsule, and direct access to the design team to understand the full design process.
This event will deepen genuine press and talent relationships, drive awareness of the High Summer 26 capsule and generate organic social OTS through authentic, creator-led content reaching engaged fashion audiences across Australia and internationally.
Part 2: PR
To extend the High Summer 26 story beyond the launch event, a targeted press strategy will secure premium editorial coverage in Australia's most influential fashion and lifestyle titles.
The centrepiece is a long-form feature pitch to RUSSH or Vogue Australia, an intimate conversation with Kathryn and Julia about the creative vision behind High Summer 26 and what accessible luxury means to them in 2026. This positions Acler not just as a product but as a brand with genuine cultural depth.
Alongside the hero feature, a broader outreach program targets key fashion editors and journalists across Harper's Bazaar, Broadsheet and The Australian, with press samples and a tailored lookbook sent to each contact following the launch event. All coverage is tracked against agreed KPIs including OTS, placement quality and affiliate performance.
Part 3: Influencer & Digital
Finally, the High Summer 26 campaign extends through a two-tier influencer program and supporting digital activity.
Ten paid creator partnerships anchor the campaign, fashion and lifestyle creators who genuinely embody the Acler woman, each briefed to share their first look at the collection across Instagram and TikTok. Twenty-five contra gifting packs extend reach organically to emerging creators and micro-influencers across Australia and key international markets.
Digitally, the campaign is supported by a High Summer 26 editorial EDM to Acler's existing customer base, timed to the launch and featuring the collection's hero pieces with direct links to shop. A supporting organic social rollout across Instagram and TikTok captures the launch event, collection highlights and creator content throughout the season.
Together the influencer program and digital activity create a layered content ecosystem that keeps High Summer 26 visible and desirable from launch through the full season.
