Donna Dafi x Tally Weijl

Donna Dafi was the face of Tally Weijl’s Spring Campaign 2025, bringing far more than just her modeling skills. As a singer and artist, she infused the campaign with her unique creative vision, seamlessly blending fashion and music. Dafi appeared in both online and in-store promotions and shared her personal journey in an exclusive interview, adding depth and authenticity to the campaign. As her manager, I ensured this was not just another influencer collaboration. My goal was to position Dafi as an artistic partner—someone whose music, style, and creative perspective genuinely aligned with the brand’s identity. This required close coordination with Tally Weijl’s marketing team, careful planning and a strategic approach to content and messaging.

Results

Donna Dafi didn’t just front the campaign—she embodied its essence. Her authenticity and distinctive style brought a fresh and relatable energy to the brand. Known for her ability to merge high fashion with streetwear, Dafi added a modern, trend-savvy edge that resonated with the target audience. Despite being relatively new to large-scale brand partnerships, we successfully positioned her as a true brand ambassador, not just an influencer. Her international appeal and genuine personality created a lasting impression and opened the door for future brand collaborations.