"One cream shirt, five outfits."
A seven-slide breakdown of five ways to style one cream shirt for work, the weekend, dinner, travel and a cold day. Designed to be saved, so it shows the product without a hard sell.
Everyday Edit · 2026 · Concept project
Building a Cohesive Social Presence for a Capsule Wardrobe Brand
A 30-day content system for a capsule wardrobe brand. Styling carousels, search-led Pinterest pins and a monthly calendar, designed to make product content useful instead of pushy.
Social media strategyContent planningSchedulingContent designContent Repurposing
The brief
The challenge
Create a consistent content system that balances educational styling content, product-focused visuals, and brand storytelling while maintaining Everyday Edit's minimal, neutral aesthetic. With only one week of content, the focus was on creating a strong, cohesive feed while demonstrating how content could be planned, repurposed, and scheduled across platforms.
The goal
Build a cohesive social media presence for Everyday Edit that introduces its capsule-wardrobe concept, showcases versatile everyday pieces, and creates useful styling content that encourages saves and engagement.
The audience
Style-conscious women in the US and UK, aged 20 to 40, who want a simpler, more intentional wardrobe built around versatile, timeless pieces rather than constantly buying new clothes
The strategy
How the work came together.
- 01
Know the capsule shopper
Audience, competitor and keyword research for Instagram and Pinterest to find what capsule shoppers save and search for.
- 02
Build pillars around usefulness
Five pillars shift the content from "buy this" to "wear this": outfit formulas, capsule basics, product spotlights, fabric and fit, and styling tips.
- 03
Make it save-able and searchable
Carousels and pins with search-style hooks, built to be saved on Instagram and found on Pinterest.
- 04
Run it like a system
A 30-day calendar with 3 Instagram posts and 3 pins a week, plus a keyword list and a repeatable content workflow.
Deliverables
The content in action.
"The 6 piece capsule wardrobe essentials."
A search-style pin listing the 6 essential pieces of a capsule wardrobe. Built for saves and link clicks to the store.
"Month 1 at a glance."
A 30-day calendar mapping 3 Instagram posts and 3 pins a week to five content pillars, with a rest and review day on Sundays. Shows the management side: a repeatable schedule instead of random posting.
The results
30
days of content planned
24
posts and pins mapped out
5
content pillars
Everything here is a plan, not a result. 30 days, 24 posts and pins and 5 pillars, built so success can be measured in saves, link clicks and store visits.
"Useful content sells quietly. When every post teaches someone how to wear a piece, the product doesn't need a hard sell."
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