Sister Jane at Copenhagen Fashion Week

Sister Jane is a London-based fashion brand whose visibility hinges on alignment with fashion's most creative digital voices. TwentyTwenty Communications leads the brand's ongoing influencer strategy, with Copenhagen Fashion Week sitting at the centre of its seasonal activations.

The Brief

For January 2026, Sister Jane's biggest Q1 target was an organic, non-fee-paying seeding campaign for the new Spring collection. The goal was to place the collection on the world's most engaging and stylish digital creators during Copenhagen Fashion Week. No paid partnerships. No transactional posts. Just genuine creator love and street style relevance, executed against a tight CPHFW timeline.

The Approach

CPHFW is one of the most contested moments in the fashion calendar for organic creator placement. TwentyTwenty leaned on its long-standing relationships with the world's leading digital creators to cut through the noise.

The team built a tightly curated target list of creators whose personal aesthetic genuinely aligned with the Spring collection. Each placement was hand-matched, not mass-mailed. Seeding was timed to the rhythm of show schedules and the daily street style moment, ensuring Sister Jane pieces sat at the centre of the most-photographed looks.

The result was 20 organic placements with the highest tier of CPHFW creators, every one of them wearing Sister Jane out of choice.

The Results

The campaign generated beautiful street style shots across Copenhagen, with top-tier creators photographed in Sister Jane throughout the week.

Earned media followed. The campaign secured over 20 pieces of coverage, including features in Vogue, Harper's Bazaar, ELLE, Marie Claire and Sheerluxe.

The activation reinforced Sister Jane's positioning as a brand that fashion's most discerning creators actually want to wear, building cultural capital no paid partnership can replicate.