Julia onthe Fly

Fashion communication on social media is heavily shaped by glossy images, filters and rapidly changing trends. This makes it harder for new personal brands to stand out organically and build their own connection with the community.

Julia Rauch brought journalistic experience, including from OE24, as well as camera expertise. What was initially missing was a recognisable format that combined her strengths with a clear social media logic. Fashion on Austria’s streets offered a tangible approach: people, their outfits and the question of what is actually worn in everyday life.

The goal was clear: to develop an entertaining, up-to-date social media format that presents fashion on equal terms, stands out from the mass of fashion content and builds a community around Julia’s authentic style.

The strategic idea was to think of social media as a daily TV show: with a clear host, a recurring structure and a topic that continually delivers new stories. Rather than merely showing fashion, Julia approaches people directly on the street and asks what they are wearing.

Vertical video format: The content is produced as vertical videos and published daily via social media. The format combines fashion, street interviews and direct access to the community.

Catchphrase as a signature move: The question ‘Can you tell me what you’re wearing? The brand too, if you know it.’ became the recurring opening and makes the posts instantly recognisable.

Journalistic approach: Julia approaches people on Austria’s streets and makes visible what clothing is worn in everyday life. Her journalistic experience and camera expertise shape the execution.

Ongoing strategic sparring: Julia develops and produces the content in front of the camera. Digiknall supports her strategically, challenges the content in regular sparring sessions and provides creative and analytical input for content and growth.

Organic community building: The social strategy focuses on organic content marketing and an authentic style that engages people with fashion and builds a recurring community around the format.