Shopbop.com forged thetrail for women’s online fashion boutiques, making shopping online accessible,inspiring and simple. Seen as a leader in the digital space they wanted tolegitimize their position as a leader in the fashion world at large. Mutt tookthe reins and created a print campaign to run in iconic fashion magazines. A videolaunching the campaign lived online at Shopbop.com. Creative direction was leadby the euphoric pleasure women feel when visiting and shopping on shopbop.com.Adding to the company’s premium allure, the ads were minimalist in copy anddidn’t feature a url, something truly unique for advertising of an ‘onlineretailer’.