They styled it well: a barnstorming Mother’s Day email winner from

Yesterday’s roundup of Mothering Sunday inbox offerings focused on the luxury London department stores – with Liberty and Selfridges coming out on top.

Of course we’ve seen dozens of others in recent days from the likes of M&S, Hotel Chocolat and Waitrose.

They all make a good stab at relevant, on-brand content for their target audience, but only one e-tailer prompted us to re-open the contest… With its expertise in content marketing, the brand that styles itself on ‘everyday luxury’ has trumped pretty much everything else in our inbox with its ‘She Styled it Well’ campaign.

Simple, sentimental (well, it is Mother’s Day, you know), and offering an original spin on the ‘fashion insider’ approach that has made its own, the strapline says it all:  ‘Mother’s Day inspiration from the my-wardrobe team’s mums’.

The only downside is the fact there’s no reference whatsoever to MD in the subject line (which reads simply ‘More new arrivals from Vivienne Westwood…’ etc), but the campaign is the lead content in the email. So I guess MW are confident about subscribers opening their emails regardless of subject. Once inside, the main image – composed of retro pictures in nice frames, with a suitably fashion-mumsy clutch in the foreground – does a great job of supporting the header and guiding your cursor straight to the ‘shop now’ click through.

And after the jump, readers will be please to find an enjoyable mini-feature (with lots of relevant product links) that any newsstand fashion/lifestyle mag would be proud to publish. Rating: 9.7 

Author: George Wright Theohari

Branding | Content | Design. We develop and deliver beautifully effective communications across print, digital and film.

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