How Retrofête used Instagram to introduce a professional side to its party-girl style – Glossy

For Retrofête, there was a lot riding on the Fall 2024 collection. Known for its glamorous party girl dresses, the New York-based fashion label wanted to show a new side to its identity: office wear.  “This was a really important show for us and our brand, because I think it was kind of a reintroduction to who we are,” said Monica Grueninger, associate art director at Retrofête. “We’re evolving. And this was a moment for us to show that the Retrofête girl is layered. She’s not just a party girl. She is someone who takes her life seriously, takes her job seriously.” The brand’s Fall 2024 runway show displayed that new look with power suits, chunky knits, and pinstripes inspired by iconic films like “Basic Instinct.” But just as important to communicating that to its audience was the accompanying Instagram campaign. Titled “The Duality of the Working Woman,” Retrofête’s Fall 2024 lifestyle campaign won the Best Use of Instagram at the 2025 Glossy Pop Awards for its success in using the platform to communicate its evolving vision to its customer base.  Key to the campaign was bridging glamour with reality. Grueninger said the team took to the streets of New
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