SHIIR Rugs Lookbook

In 2023, I led the social media campaign for SHIIR Rugs’ new lookbook launch while serving as Marketing Associate at Soucie Horner Design Collective. Because SHIIR’s story is one of craftsmanship, innovation, and material exploration, I knew the campaign needed to do more than simply flip through the catalog — it needed to make the lookbook feel like a tactile, collectible object, and spotlight the artistry behind the brand’s work.

Together, these posts became some of SHIIR’s highest-performing social content to date. They not only drove significant traffic to the online catalog but also engaged a core audience of interior designers and specifiers — exactly the audience the brand wanted to reach at launch. The campaign successfully balanced storytelling with performance, positioning SHIIR as both a design leader and a source of timeless, customizable heirlooms.

Part One: The Lookbook as an Object

The first post introduced the lookbook as the centerpiece of the campaign. I designed a custom mockup and placed it against a concrete background, opting for a clean, minimal setting that kept the focus on SHIIR’s rich visuals. This approach allowed the lookbook to feel modern and sculptural, mirroring SHIIR’s avant-garde yet timeless design language.

Part Two – Materiality Brought to Life

For the second post, I brought the rugs “out” of the lookbook — focusing closely on textures, fibers, and patterns. This reel highlighted SHIIR’s breadth of materiality, from wool and silk to leather and PET, giving followers a closer look at the craftsmanship and innovation that define the brand.