DOT.DOC x Boohoo: Feels Like Summer  

Every now and again, I get to work with a client that makes friends and family actually pay attention when I go on about what I do.

This is one of them.

Summer ‘22 saw me delving into the world of (And if you didn’t read that in the dramatic voice from the advert then we can’t be friends.)

As the temperatures were heating up and new seasonal lines dropped across the Boohoo family of brands, they needed an extra pair of fashion copywriting hands. 


During the contract period, I worked on three of Boohoo’s flagship brands: Dorothy Perkins, Wallis and Burton.

Shall we take a look at some stuff we came up with?

I’ve worked with Amy on countless projects over the years and I can honestly say I don’t think I’ve ever met a better writer. Her ability to turn a basic brief into something magical is unmatched - whatever the brand TOV is, she just gets it. Thanks Amy for helping us out at Boohoo and I can’t wait to have you back! - Nicolette Georgiou, Editorial Manager @ Boohoo

Burton Bank Holiday Email Campaigns

Burton Menswear has been providing the modern man with great style since 1903. Today, they’re still honouring this Great British History through classic styles blended with contemporary styling inspo.

They’re making it easy for every man to look good. So, when payday clashed with the Bank Holiday in May 2022, we launched an email campaign with 40% off everything and shone a torch on the go-to outfits for every Bank Hol occasion.

Take a look at some snippets of the email.

Graphics & photography by Burton 

Copy by me

Wallis New Collection Email Campaign

Wallis’ history dates way back to 1923. They bring easy-to-wear styles to women that want to look good and stay comfortable. 

This summer, they launched a dreamy collection with Charlotte Hogg, a British artist and print designer that takes her cues from local flora and fauna. Together, Charlotte and Wallis created brand-new pieces inspired by British nature.

Here are some snippets of the introductory email for this campaign.

Graphics & photography by Wallis 

Copy by me

Dorothy Perkins Holiday Shop Collection Copy

The Dorothy Perkins brand is aimed at a slightly younger audience. We can get a little cheekier with the copy and use a few more millennial references - without going overboard.

I worked on a bunch of collection pages for the brand, from brunch outfits to festival looks and the holiday shop. 

I wanted to give readers an overview of what’s trending to make building their perfect outfit easy. At the same time, I wanted to immerse them in the sights, feels, smells and tastes of being abroad, so they could picture themselves chilling poolside and wearing Dorothy.

Social Media Captions

Getting brand-new products onto people’s feeds while staying true to the brand voice. These captions were crafted to appeal to the ideal customer, inspire them about what to wear, and generate social engagement.

Graphics by clients

Copy by me

Get stylish with your own fashion copywriting

The words you need for a fashion brand are never-ending. Emails, social media captions, ads, website copy, blogs, collection launches, etc. etc. etc. 

Partner with a fashion copywriter for one-off and ongoing work. Contact me at and I’ll put a quote together for you.

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