Buckle – Play It Live

Giving voice to a fall fashion launch

Campaign, Editorial Design, Copywriting, Art Direction


As a leading fashion retailer known for its trendsetting styles and premium denim, The Buckle Inc. needed to make a bold statement with the launch of its new fall line. With increasing competition from fast fashion disruptors, creating an impactful campaign that would resonate with The Buckle’s core Gen Z and millennial demographic was critical. The goals were multilayered – drive customer engagement and traffic, reinforce The Buckle’s positioning as a fashion authority, and ultimately boost sales across channels. With a vast array of products to showcase, from jeans and tops to accessories and footwear, the challenge was conveying a cohesive narrative aligned with the brand identity while showcasing the breadth of merchandise.


To bring the fall collection launch to life, Design Ranch conceived an innovative “Play It Live” campaign focused on music and fashion. Shooting on location in Nashville, the heart of live music, allowed us to metaphorically position the models as the band, merging style and sound. By aligning with Nashville’s creative culture, we forged an emotional connection to the target audience’s interests. The campaign photography featuring models interacting as an impromptu band was incorporated across customer touchpoints. In-store displays echoed the visual language, reinforcing the synergistic relationship between music and fashion. The campaign expanded Buckle’s reach while boosting engagement through a fresh take combining music, fashion, and street-style photography.