PETER DO CASE STUDY

Client: PETER DO (peterdo.net)

Project: Speculative Copy & Content Overhaul

Role: Concept, Copywriting, Editorial Strategy

Client Type: Luxury Fashion Brand

Author: Marta Zwolińska

This is a speculative brand voice refinement, adapted in-brand.

This work is purely speculative — the brand did not commission this project.

01. PROJECT OVERVIEW

PETER DO is a New York-based luxury fashion label founded in 2018 by a collective of five friends. Rooted in clean tailoring, architectural construction, and honest textiles, the brand challenges traditional industry structures through a collaborative and transparent approach. Drawing from his Vietnamese heritage, Do's designs reflect a synthesis of cultural influences and modern sensibilities. The Fall/Winter 2021 collection, titled Night, marks a departure from the brand's daytime-focused aesthetic, embracing the complexities of after-dark dressing.

02. DIAGNOSIS

Current strengths:

  • Distinctive, clean tailoring with architectural construction

  • Commitment to ethical production and transparency

  • Strong cultural narrative reflecting Do's heritage

Areas for improvement:

  • Web copy lacks emotional resonance and narrative depth

  • Limited connection between product features and lifestyle aspirations

  • Missed opportunity to expand brand storytelling across digital touch-points

03. REWRITTEN COPY

Section About / PETER DO – original

PETER DO was established in 2018 in New York City. Through a process of reduction, every detail is tested and refined to adapt to the complexities of people’s lives. PETER DO is dedicated to creating a new future in fashion through thoughtful design. Born in Biên Hòa, Vietnam, Do immigrated to the suburbs of Philadelphia at the age of 14. He studied Fashion Design at the Fashion Institute of Technology in New York City and was the recipient of the inaugural 2014 LVMH Graduate Prize. Do went on to work in the RTW atelier at Céline and then at Derek Lam. PETER DO is carried in renowned retailers globally.

Section About / PETER DO – rewritten

Founded in 2018 in New York City, PETER DO is a collective-driven luxury fashion label that redefines modern tailoring through architectural precision and cultural narrative. Each piece undergoes a rigorous process of reduction, ensuring that every detail serves a purpose in the complexities of contemporary life. Do's journey from Biên Hòa, Vietnam, to Philadelphia at age 14, followed by his education at the Fashion Institute of Technology and tenure at Céline and Derek Lam, informs the brand's ethos. PETER DO's commitment to ethical production and transparency is evident in its operations, with a significant portion of collections produced in New York's Garment District.

—

Section About / Fall Winter 2021 – original

"Night" is nothing without Day; Day is nothing without Night. In the in-between, this is hope: a yearning for one day soon, joy. In the in-between, there is melancholy. A burst of joy to break the surface. Day. Until then, Night. Lusting for a time when we can dress up again, the collection of 46 looks marks the transition from day to night, from one emotional state to another. Night in New York has its own rhythm, its own logic and movements that are free from the rules that dictate the Day. Adapting to the spatial and temporal transition, the woman transforms herself. Tailoring and construction remain integral to PETER DO’s vocabulary. Building on the signature four-piece suit, familiar silhouettes are deconstructed to adapt to the gritty, glittery cityscape. Only under the warm-toned streetlight and bright white headlights can you see and feel the colors of deep purple velvet and dark burgundy before quickly becoming a shadow in the dark. In contrast, the resilience of bright rubine red penetrates through darkness and fog to warn, to alert. Tailoring morphs into something more – fluid cape tops and evening suiting transform into layers of armor to protect. Not afraid to be seen, silver foiled leather confronts the spotlight decisively and confidently. Lace quietly interjects smooth surfaces to carefully reveal parts of the body, to make secret desires known. Appealing to feminine sensibilities, hand-shaved acrylic heels, shiny metal fabrication, the sharpness of the pointy-toe and leather strapping transform the shoes into weapons to kill. Feathered broché is a memento of a past glamorous era, one that we yearn for more than ever. Beyond function, clothing is a marker of time, an expression of identity. In the act of dressing and undressing, we find in our own reflection new codes, new rules – clarity. But who will we be when the night ends?

Section About / Fall Winter 2021 – rewritten

"Night" is a dialogue between contrasts—Day and Night, light and shadow, joy and melancholy. This 46-look collection captures the emotional transition from day to night, reflecting the complexities of modern life. New York's nocturnal rhythm serves as the backdrop, where rules dissolve, and transformation occurs. PETER DO's signature tailoring evolves, incorporating elements like fluid capes and evening suiting that double as protective layers. Rich textures such as deep purple velvet and dark burgundy emerge under streetlights, while vibrant rubine red cuts through the darkness, symbolizing resilience. Silver-foiled leather and lace introduce boldness and subtlety, respectively, challenging traditional notions of femininity. Footwear becomes a statement with hand-shaved acrylic heels and sharp, metallic details. Feathered broché evokes a sense of nostalgia, connecting past glamour to the present. Beyond aesthetics, the collection prompts introspection on identity and transformation, questioning who we become when the night ends.

04. WHY THIS WORKS

  • Maintains PETER DO's commitment to clean tailoring while introducing emotional depth

  • Enhances narrative cohesion, linking product features to lifestyle aspirations

  • Expands brand storytelling across digital touchpoints, fostering deeper customer engagement

  • Preserves the brand's ethos of ethical production and cultural narrative

05. OPTIONAL TAG-LINES / CAMPAIGN CONCEPTS

  • Tailoring the Night

  • Dressed for the In-Between

  • Where Day Meets Night

  • Transformative Dressing

  • Embrace the Shadow

06. CREATIVE EXTENSIONS / SOCIAL MEDIA CAMPAIGN

  • Instagram caption:

Embrace the night with PETER DO's latest collection. Where tailoring meets transformation.

  • Pinterest pin:

Discover the art of after-dark dressing with PETER DO's Night

  • TikTok video ad script:

Scene I: a woman steps onto a New York street at dusk, her silhouette illuminated by streetlights.

Scene II: close-up of fabric textures—deep purple velvet, silver-foiled leather, lace.

Scene III: the woman adjusts her cape, revealing a sharp, tailored silhouette beneath.

Scene IV: She walks confidently, her footsteps echoing in the quiet night.

CTA overlay:

Discover the transformation.

07. EMAIL NEWSLETTER

Subject line: Introducing 'Night': A New Chapter in Tailoring.

Header: Where Day Meets Night

Body:

PETER DO's latest collection, 'Night,' explores the emotional transition from day to night through transformative tailoring. Each piece is designed to adapt to the complexities of modern life, offering versatility and depth. Discover the collection now.

CTA:

Explore 'Night' Collection