Dotti is an Australian girl’s go-to for fashion. The brand was born in 1981 and became part of The Just Group in 2004. Previously known for its ‘Barbie Doll’ pink colour palette and ‘girl’s best friend’ brand positioning, Claire Skinner helped Dotti grow up.
‘So dotti’ evoked a bold new attitude, staking its claim as an aspirational authority in style with cool confidence. From stitch tags to totes, casting talent to art directing campaign photoshoots, Claire championed Dotti’s new attitude and visual aesthetic, culminating in directing Dotti’s L’Oreal Melbourne Fashion Festival Pop-up Show in the heart of Melbourne’s CBD.
Claire conceptualised and created the ultimate ode to the evolution of the Dotti girl, and the brand itself. A whimsical tribute to innocence and beauty, an iconic ballerina breaks free from a gigantic jewellery box. A magical mix of Dotti girls follow her lead, showcasing the latest looks infused with pop-culture references from angelic to anarchist, royal to rebellious. So unexpected. So fearless. So dotti.
Claire created this brand at her former agency.