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Zhivago at Neiman Marcus

 

When Australian friends Lara Kovacevich and Lydia Tsvetnenko chose a name for their co-designed clothing label, they were also choosing a mission statement. The Russian word "Zhivago" translates to "daring," which sums up their aesthetic in a word. The Perth-based Zhivago label creates high-end women's eveningwear, but with a twist — this is eveningwear as if it were reimagined by pop stars from Mars. Combining women's power dressing, elegant details, and just a dash of early MTV, the curated edit of dresses, gowns, and jumpsuits by Zhivago at Neiman Marcus will change the way you get dressed up. The brand's signature strong shoulder appears throughout the collection, giving a structured look that pays homage to both '80s power suits and '70s glam rock costuming. On some styles, the shoulder is softened by sheer panels and floral appliques. On others, it's exaggerated, extended out and up to a crisp point. If you want to up the ante, pair your sharp-shouldered Zhivago cocktail dress with a Tom Ford padlock stiletto, then complete the look with the menacing elegance of an Alexander McQueen four-ring clutch. Equal parts romantic and provacative, Zhivago gowns and jumpsuits are red carpet catnip that will keep the cameras trained on your every move.

Neiman Marcus | ​Designer Landing Page Copy

 

CHALLENGE

"Typical" SEO copy felt at odds with the luxury brands on the Neiman Marcus website, which needed a high-end tone combined with SEO that still performed.

 

SOLUTION

Research on designers allowed me to write copy that positioned the Neiman Marcus website as a source of knowledge. A knack for trendspotting helped me integrate keywords I knew the fashion faithful would be searching for that season, getting new eyes on the site.

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