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Fashion / 2026

Femme Nature

Turning a collection launch into a community moment through open casting, storytelling and PR.

Femme Nature campaign hero

The opportunity

For Heat Check, Femme Nature’s second womenswear collection, MARKTN’s work focused on giving women a part in the launch itself. The opportunity was to build attention for the collection through the people, personalities and culture already shaping its Lagos community.

The challenge

Femme Nature needed a launch that made its promise of confidence and self-expression tangible. The challenge was to turn interest in the clothes into participation in the brand, with a story that women would want to join, share and see themselves in.

The cultural insight

Women were already styling Severe Nature and connecting through Femme Club and the For The Girls broadcast channel. Giving that community a voice in who represented the collection made the launch personal and gave participants a reason to bring their friends into the conversation.

The strategy

We made the casting process part of the launch story. An open invitation from Tara Gold encouraged women to introduce themselves in their own style; community voting then kept the audience involved. That participation became the foundation for a wider story about women shaping Nigerian streetwear.

The solution MARKTN brought

Our approach connected community casting, campaign storytelling and PR, giving Femme Nature a launch story with people at its centre and reasons for audiences to take part.

Open the casting call

The invitation, fronted by Tara Gold, asked women across Lagos to submit short videos expressing their personalities and style. With no modelling portfolio required, the call made room for women from the brand’s own audience to enter the campaign.

Give the community a voice

The For The Girls broadcast channel became the home of public voting. Women shared entries, supported their favourites and brought friends into the process, building conversation around Heat Check before the collection’s launch.

Make the story feel like Lagos

The campaign followed Tara and the Heat Check girls through a Friday night: getting ready, dinner with friends and a night at the club. Their individual styling connected the collection to the lives and culture of the women it was made for.

Give the media a story to tell

The PR story centred on women choosing who would represent them and shaping their own place in streetwear. Coverage explored the casting, the community and the collection, giving the brand visibility across fashion, lifestyle and culture publications.

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Participation. Conversation. Visibility.

5M
Social media reach
500K+
Social media interactions
500K
Likes
₦10M
PR value
46
Social mentions
35
Positive mentions

The campaign recorded 5M social media reach, over 500K social media interactions, 500K likes and ₦10M in PR value. Across 46 social mentions, 35 were positive and none were negative. More than 50 women entered the casting call, turning audience interest into direct participation. Campaign results supplied by the client.

Where our work was featured

Severe Nature posts

The next angle

Dior