Lola Fröbe · Brand & Content Strategist · Berlin

Strategy, storytelling and partnerships for brands that live in culture.

Brand and content strategist for fashion, design and lifestyle brands. I define how brands position themselves and what they say, and create the content, campaigns and partnerships that carry it into culture.

Let’s talk about your brand ↗︎

What I do

For more than a decade, I have worked with international fashion, lifestyle and hospitality brands such as Vestiaire Collective, By Malene Birger, Stine Goya and Raus. As a journalist, I write for Vogue, Elle and Harper’s Bazaar, and I publish New Slang, a regular on Substack’s Rising charts for fashion.

Brands bring me in to sharpen what they stand for and to turn it into ideas, words and content that work across markets. I take projects from the first strategic question to the final line of copy, so strategy and execution stay in one hand.

Selected Cases

A selection of work for fashion, lifestyle and hospitality brands, from shaping a new brand’s voice to growing established names in new markets. Each case shows how I turn a strategy into work people see, read and talk about.

Raus

HospitalityBrand, content and partnership strategy for a young hospitality brand, featured in The Guardian and FAZ and partnering with Louis Poulsen and Uniqlo.

Challenge: Establish a young hospitality brand in a crowded market of “escape” offers and give it a distinctive point of view. Build campaigns and narratives around a growing need for meaningful breaks, with nature as an antidote to urban exhaustion.
Role: Brand strategy · Content strategy · Storytelling · Campaigns · Partnerships
Result: Featured in Frankfurter Allgemeine Zeitung, The Guardian, SZ Magazin and Condé Nast Traveller. Brand partnerships with Louis Poulsen, Uniqlo, Vöslauer, Dr. Hauschka and Lynk & Co, now an established revenue stream. Newsletter click rate up 36 %.

By Malene Birger

FashionTone of voice, campaign narratives and storytelling across website, social and CRM, including Her Signature, an interview series I created and produced.

Challenge: Translate the brand’s bohemian maximalism into stories that inspire and convert, for a cultured, fashion-forward audience across every channel.
Role: Brand strategy · Tone of voice · Campaign narratives · Storytelling · Social content · Localisation
Result: Created and produced Her Signature, an interview series featuring Camilla Ginevra Bo and Camille Vergnes, among others. A consistent brand voice across website, social, newsletter and campaigns, localised for English- and German-speaking markets.

$Vestiaire Collective$

Vestiaire Collective

Fashion resalePositioning the resale platform in DACH and the Nordics, with partnerships including Copenhagen Fashion Week and coverage in Vogue and Süddeutsche Zeitung.

Challenge: Establish Vestiaire Collective as the go-to platform for pre-loved fashion, translating global initiatives into local markets.
Role: Local market strategy · Copy & localisation · Events · Partnerships
Result: Partnerships with Copenhagen Fashion Week, a podcast collaboration with Fashion No Filter and a digital flea market with Make It Last and international tastemakers. Coverage in Vogue, Glamour, Süddeutsche Zeitung, Eurowoman, Costume and Damernas Värld.

Rixo

FashionA Copenhagen Fashion Week pop-up for the London label, with a press breakfast hosted by Hanna Stefansson and 100+ international press and industry guests.

Challenge: Introduce a London fashion brand to the Scandinavian market and create a moment during Copenhagen Fashion Week that press and industry would remember.
Role: Location scouting · Local brand partnerships · Influencer & press strategy · Event orchestration
Result: A press breakfast hosted by Hanna Stefansson with 20+ guests and 100+ international press and industry visitors across the week. Coverage in Vogue, Costume and Eurowoman, among others.

Reebok

SportswearGerman tone of voice and transcreation for Reebok’s website relaunch: 2,000+ product, category and site texts in one consistent brand voice.

Challenge: Bring a global sportswear brand’s relaunched website to German-speaking customers in a voice that feels native and on brand, at scale and under a tight timeline.
Role: German tone of voice · Transcreation & post-editing · Product & category copy · Quality assurance
Result: 2,000+ texts delivered in one consistent German brand voice, from product descriptions to navigation and category pages.

& Other Stories

FashionA community of 200+ creators across Germany, Austria and Switzerland, from strategy and casting to gifting and long-term relationships.

Challenge: Give an international fashion brand an authentic local voice in Germany, Austria and Switzerland through creators who genuinely fit its aesthetic.
Role: Influencer strategy · Creator scouting · Gifting & seeding · Collaboration concepts · Relationship management
Result: A DACH creator community of more than 200 profiles, built for long-term relationships beyond one-off campaigns.

Brands I’ve worked with

Vestiaire CollectiveBy Malene BirgerStine GoyaRausCasperReebok& Other StoriesLush Cosmetics

Editorial

Writing for international titles since 2013 has given me an editor’s eye for what holds attention, and a network across fashion and culture media.

Vogue GermanyVogue ScandinaviaMonocleArchitectural Digest GermanyHarper's Bazaar GermanyElle GermanyDie WeltSleekInStyle Germanyi-D GermanyNew Slang

Selected Articles

Between Daydream and Reality: Escapism Celebrates Fashion's New Desire to Drift AwayElle ↗︎ Katharina Grosse: "We keep circling back to the same questions"Vogue ↗︎ From customised suits to whip-smart books – First Aid Kit on their 5 life essentialsVogue Scandinavia ↗︎ The Rising Young Talents of Copenhagen Fashion Week Heralding the Start of a New EraSleek ↗︎

Contact

Tell me about your brand. I take on brand and tone-of-voice projects, campaign concepts and ongoing content retainers, in English and German.

hi@lolafroebe.com ↗︎ LinkedIn ↗︎ Instagram ↗︎ New Slang / Substack ↗︎