Copy of 🌸 Lucy
A storytelling collab rooted in plants, process, and planet-positive vibes
✿ The Brief
Lucy & Yak, one of the UK’s fastest-growing ethical fashion brands, approached me to take part in their relaunched Comfort Stories Instagram series — a video-led campaign inviting creators to reflect on what “comfort” means to them while doing something they love, in their Yaks.
As a long-time admirer of Lucy & Yak's values, from small-batch ethical production to inclusive sizing and joyful colour: I was genuinely thrilled to collaborate with them. I pitched a soft, nature-led visual direction via a vision board, which the team enthusiastically approved. Their trust in my creative process allowed me to bring something deeply personal to life.
✿ The Concept
For my video, I chose to express comfort through my cyanotype practice — a slow, seasonal art form that uses sunshine to print plants onto fabric. I foraged locally for spring flowers and created a one-of-a-kind sun print on a pair of their classic denim dungarees.
The voiceover told a gentle story about how I find comfort in the changing seasons, the cycles of blooming, and in making clothes my own through nature, art, and ritual. I shared:
"I find comfort in using my art to encourage others to see the beauty in nature.Hi I'm Daisy Bow du toit and I'm a non-niche crafter, cyanotype artist and phd student looking at the Craft of Content Creation.I use my creative practice both in the real world as an artist and online as a content creator, to tell stories about creativity, nature and art…. with the hope of inspiring others to find their creativity and care about the natural world around them.I find comfort in the change of the seasons, the way the spring blossoms welcome in the start of the blooming cycle. How each plant has it's own time to shine. From the Snowdrops to the daffodils to the forget-me-nots.I love using this Victorian photographic process that combines art and science to print plants with sunshine, and make clothing my own.I find comfort in being a contEnt creator, rather than a cOntent creator”
✿ The Outcome
The final video was a calm, visually rich moment of storytelling that celebrated craft, comfort and creative freedom. It was edited by Lucy & Yak’s team and shared as a collaborative post across both our Instagram profiles, where it performed strongly and received meaningful engagement.
This campaign stood out for me not just because of the brand’s visibility, but because it aligned so closely with my own ethos: storytelling through making, honouring nature, and taking creative comfort in slow, hands-on work.
This social media post that was reshared on their page in 2022 received 20.2 million views
