SELA «Dress-me-kids»

Shift the marketing focus from reach to depth: the key KPI is not just reach, but emotional connection and loyalty.
Increase emotional engagement with family audiences and bring the brand story closer to them.
Go beyond traditional advertising — create a cultural, emotionally innovative project that captures the spirit of the times.

 

· Develop a unique entertainment format that’s seamlessly integrated with the brand and its values.

· Turn family shopping into a playful experience through self-irony and children’s participation.

· Launch content with strong acoustic virality on social media — sparking user-generated content, discussions, and memes.

· Improve KPIs: increase purchase frequency, average basket size, and the share of loyal customers.

Проблема

Shift the marketing focus from reach to depth: the key KPI is not just reach, but emotional connection and loyalty.
Increase emotional engagement with family audiences and bring the brand story closer to them.
Go beyond traditional advertising — create a cultural, emotionally innovative project that captures the spirit of the times.

 

· Develop a unique entertainment format that’s seamlessly integrated with the brand and its values.

· Turn family shopping into a playful experience through self-irony and children’s participation.

· Launch content with strong acoustic virality on social media — sparking user-generated content, discussions, and memes.

· Improve KPIs: increase purchase frequency, average basket size, and the share of loyal customers.

Решение

Background:
In 2024–2025, the Russian fashion market is undergoing a transformation. With the exit of international brands, local players are actively gaining ground — and consumers are increasingly seeking not just clothing, but emotional experiences.
SELA responded to this challenge boldly and playfully by launching its own makeover show, “Dress-me-kids”, where family shopping is turned on its head: now it’s the kids who decide how their parents should dress. The format combines fashion, humor, and warm family chaos into a content-driven event.

Execution:
· The show is hosted by a dad-blogger and his daughter — a young girl named Lia, who instantly became the face of the project. Her charisma, sharp humor, and ability to talk to adults as equals set the tone of the show: lighthearted, witty, and genuinely alive.

·  Guests included popular bloggers and artists, each appearing with their children.

·  Six young stylists — the guests’ children — were given total creative freedom to choose looks for their parents.

·  Filming took place in SELA’s flagship store, completely opened up for creative experimentation. In just 3 days, 12 looks were created — ranging from stylish to deliberately outrageous, each one reflecting a child’s bold fashion vision.

· The show premiered on Ivi, RuTube, and VK, ensuring wide reach and a strong multiplatform presence.

The project brought together the brand, influencers, and their audiences around a shared emotion — the joy of shopping together without pressure or perfectionism.
Lia became the show’s icon, and memes featuring her quotes spread rapidly across social media. The format proved so alive and relatable that requests for a second season began even before the final episode aired.

Результаты

· 42 million views of teasers; nearly 7 million views of the main episodes

· +11% in purchase frequency

· +10% in average ticket size

· +8 p.p. increase in the share of loyal customers in total revenue

·  7.9 rating on Ivi (at the time of submission)

·   Thousands of positive comments and strong demand for a continuation

 
“Dress-me-kids” proved that a fashion brand can be fun, accessible, and emotionally resonant.
SELA created a content product that lives beyond traditional advertising, strengthening emotional ties with audiences and shaping a new generation of shared family memories.
And in September 2025, the second season is coming — still hosted by Lia, now joined by celebrity stylist Alexander Rogov.