Swedish fast-fashion DTC brand founded 2015, pioneering influencer co-creation collections at scale to build a major social-first European fashion community.
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See all ads on AdLibrary →NA-KD is a Gothenburg-based DTC fast fashion brand founded in 2015 by Jarno Vanhatapio. The brand rapidly became one of Europe's largest DTC fashion players by pioneering influencer co-creation collections — partnering with micro and macro influencers to design and launch collaborative drops that leverage the influencer's audience directly into sales.
NA-KD's advertising strategy is built around influencer co-creation as a performance channel: rather than paying influencers to post about NA-KD products, the brand partners with influencers to design their own collection lines. The influencer becomes a genuine co-creator with skin in the game, driving authentic promotion to their audience. This model dramatically reduces the gap between organic influencer content and paid ad creative. Heavy Meta and TikTok spend supplements the organic influencer reach. See NA-KD's current ads at AdLibrary.
Instagram and TikTok are NA-KD's primary acquisition channels, with Facebook supporting retargeting and older buyer segments. The influencer collaboration model means the brand has a continuously refreshed stream of creator-native content for paid promotion. Stories and Reels featuring influencer co-creators perform significantly better than brand-produced creative. The brand runs high creative volume with rapid testing to identify top performers for scaling.
Copy themes: co-creation pride ('Designed with [influencer name]'), urgency ('Limited collection. Drops Friday'), accessibility ('From $20'), and community belonging ('Be part of the NA-KD family'). Influencer collaboration ads use the creator's voice rather than brand copy. Seasonal trend drops use straightforward style-focused copy. The brand's free returns policy and loyalty program appear in conversion-stage creative.
NA-KD invented the influencer co-creation model that many brands now attempt to copy: by turning influencers into product co-creators rather than endorsers, the brand gets authentic promotion, new product development input, and built-in launch audiences simultaneously. Their lesson: the difference between an endorsement deal and a co-creation deal is the influencer's intrinsic motivation — co-creators promote more genuinely because they have creative pride and commercial stake in the result.
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