Australia — Australian fashion label HENNE has appointed Jaywing as its performance agency partner, with sister agency The Social CliQ also joining to lead its social media creative strategy following a competitive pitch.
Founded in 2019 by Nadia Bartel, Michelle Ring and Laura Broque, HENNE has built a strong following for its minimalist wardrobe essentials and premium fashion aesthetic, becoming one of Australia’s fastest-growing contemporary fashion brands.
The appointments mark a new chapter in HENNE’s growth strategy as the Melbourne-founded brand looks to strengthen customer acquisition across Australia and New Zealand ahead of future international expansion.
Under the partnership, Jaywing will oversee paid media strategy, execution, and optimisation across Meta, Google, TikTok, and Pinterest, while also managing reporting, analytics, creative strategy, and production support to improve campaign performance and marketing effectiveness.
Meanwhile, The Social CliQ will lead HENNE’s social media strategy across Meta and TikTok, delivering full-funnel campaigns spanning influencer marketing, user-generated content (UGC), and conversion-focused creative.
The appointments follow a competitive pitch process, where HENNE evaluated agencies based on strategic thinking, creative capability, performance marketing expertise, measurement and team fit.
As part of its remit, Jaywing will also deploy its proprietary FeedOps platform to optimise HENNE’s product data across paid media channels, helping improve campaign performance while preparing the brand for emerging AI-powered and agentic commerce environments.
Ash Terry, eCommerce Director at Jaywing, said the partnership comes at an important stage of HENNE’s growth journey.
“We’re delighted to be partnering with HENNE at such a pivotal stage of its journey. What stands out is the brand’s commercial maturity and its clear focus on sustainable new customer acquisition,” said Terry.
“That long-term mindset creates the conditions for truly effective performance marketing, where data, creative and media work in lockstep. With the addition of FeedOps and our advanced measurement approach, we can unlock new levels of efficiency and scale for HENNE,” added Terry.
Talia Datt, Founder and Managing Director of The Social CliQ, added that HENNE’s strong brand identity creates opportunities to build deeper engagement across social platforms.
“HENNE is a brand with an incredibly strong aesthetic and cultural resonance, which gives us a powerful platform to build from. We’re excited to be working alongside Jaywing and the HENNE team on this great Australian brand,” said Datt.
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