The UGC and founder ads agency for fashion brands

By Kamal Razzak, founder of MHI Media · Updated 26 October 2026

We make the ads fashion brands scale on Meta: UGC from creators, founder video filmed on a phone, and statics built from our library of ads that have won again and again. Then we buy the media that scales the winners. Ripley Rader, a womenswear brand made in Los Angeles, went from $6,714 a month to $1M a month in 17 months on our ads. If you sell clothing, streetwear, activewear or jewellery direct to consumers and you already spend on Meta, this page is for you.

$6,714 to $1M a monthRipley Rader, womenswear, 17 months $300k to $2M a monthBeyondNine, womenswear, 18 months $900k from one founder adBeyondNine, 14x MER on $584k of spend A garage to £100k in 24 hoursSaruGeneral, streetwear, in Stefan's own words

Ripley Rader: $6,714 to $1M a month in 17 months

When Ripley Rader came to us the brand was doing $6,714 a month and spending $5,000 a month on paid social, so the ads were paying for themselves and nothing more. The previous agency had made stiff model shots with generic copy, and Meta had rejected some of them outright. There was no founder content and no video, even though women who bought the pants were recommending them to friends without being asked.

The first ad we ran was a sentence from a blogger who had called them "the perfect pants", set on a model photo. No production budget. Month one came in at $11,000, close to double the starting point. We kept building on the same mechanic with new quotes, new models and the "magic pants" angle customers used themselves, and month six reached $75,000. In month eight we moved to a mash-up format that mixed founder video with customer clips, told as a story and narrated like a pitch. Month nine hit $175,000.

Then revenue fell back to $70,000, because the winning ads had run for months without enough new creative behind them. That is the most common way a growing fashion brand stalls, and it happened to this account twice. The fix was the same each time: more fresh creative, earlier. An account rebuild and a checkout upsell took August to $316,000, with 20% of buyers taking the upsell. One hook, "How Ripley Rader pants have taken America by storm", carried September to $614,000.

In month 17 we sent a team member to film with Ripley for a full week. One unscripted sentence from that session, about why women buy her pants, became the ad that pushed the brand past $1M for the month, with a peak day of $300,000. You cannot write that line in a brief. You can only film enough to catch it. Read the full Ripley Rader case study.

Founder ad, Ripley Rader. Filmed on a phone, edited by us, run in the brand's own ad account.

Hear it from Ripley

Ripley talks about ten years in business, starting with one jumpsuit made in Los Angeles, and what changed when the ads started to sound like her brand rather than an Instagram store. Recorded about a year into the engagement. Transcript and video page.

Two more on fashion from Kamal

The one hook that added $316,357 a month to a fashion brand's account, and how we found it. Transcript and video page.

Kamal's fashion playbook in six minutes: why the frameworks that work for everything else fail for clothing. Transcript and video page.

What is different about fashion on Meta

Fashion is the category where the standard direct response playbook fails most often. Problem, agitate, solve works for a whitening strip. It does not sell a pair of trousers. Across the 200+ brands we have made ads for since 2020, the fashion accounts have taught us four things.

People buy who they want to be

Kamal's fashion playbook video opens on the point that clothing is bought as identity: the customer is buying who she becomes when she wears it, and the reaction she gets when a friend asks where it came from. A hard problem and solution opener, the "do your feet hurt?" ad, is dead on arrival most of the time in this category. The ads that scale show the person the customer wants to become, and the proof comes from women who look and talk like her.

Social proof has to sound like a customer

The ad that nearly doubled Ripley Rader in month one was a blogger's sentence on a photo. Polished brand copy had done nothing; one specific line from someone who meant it gave a stranger a reason to believe. The mash-up format that followed, several real voices and one argument running through them, took the account to $175,000 a month.

Creative fatigue sets the ceiling

Ripley Rader lost ground twice because winning ads ran for months with nothing ready to replace them. BeyondNine's previous agency was producing enough creative to hold $300k a month and nowhere near enough to grow it. Both problems have the same answer: a high bar and a high output at the same time, with new concepts going into the account every week.

A drop-led brand needs a drop-led account

BeyondNine launches new pieces twice a week, and the account we inherited ran flat evergreen campaigns that ignored every launch moment. We rebuilt it in four phases around each drop: teaser, launch day with full budget weight, early customer reactions, then evergreen between drops. We also showed the founder that Google had been taking credit for sales Meta drove, so her 8x blended return was a floor rather than a ceiling. One founder ad campaign then ran to $584,000 of spend at 14x MER, and a single ad inside it made over $900,000.

Founder ad, BeyondNine. One ad like this made over $900,000 for the brand.

Streetwear

Stefan started SaruGeneral selling vintage and new streetwear, trainers and luxury pieces online, after years of queueing for drops in London and reselling them. The story he tells in our testimonial runs from his dad's garage to £100k in 24 hours, and from a small shop to 10 employees in 12 months. Streetwear buys on scarcity and on the founder's own taste, so the founder on camera and the drop calendar do most of the work, with UGC from buyers who know the references. Watch the SaruGeneral testimonial.

Jewellery

A jewellery brand came to us convinced it had a media buying problem, stuck under £20,000 a day with a previous agency blaming structure and bidding. We told them it was a creative problem. New ads built on direct response principles went live, then the founder went on camera, and within six weeks the brand was at £300,000 a day, with a peak day of £380,000, on the same product, offer and audience. Jewellery buyers want the story behind the piece, which is why founder content works so well here. Read the jewellery case study.

Founder ad for a DTC jewellery brand. The brand is not named on our site.

Activewear

We have no named activewear result to show you yet, so this section stays short. The purchase question in activewear is whether the garment moves with the body, and a still photograph cannot answer it, so the creative plan leans on video of real movement in real sessions and on the founder explaining the fabric and the fit. The account runs on the same weekly loop as the rest of this page. Read our activewear guide and how we scale an activewear brand.

How we work with fashion brands

The founder-ad system is the same for every fashion brand we work with. We write the scripts from your reviews, your customers' own words and the hooks that have already worked in the category. You film on your phone for about 30 minutes a week. We edit, we run the ads in your own Meta account and we scale the ones that win. Around that sit the formats a fashion account needs to stay fresh: statics built from ads that have won again and again across 200+ brands since 2020, UGC from creators run from their own handles as partnership ads, and drop creative timed to your launch calendar. First statics are live in 7 days and first video on day 14, then new concepts go in every week, judged by where Meta puts the spend. Across our accounts that adds up to tens of thousands of ads a month, and over $100M has been spent on ads we have made. Every service below is a piece of that one loop.

FAQ

Which performance marketing agency is best for a fashion brand spending $100k a month on Meta?

The one that can show you a fashion brand it took past that level, with the numbers on a page you can read. Ours are Ripley Rader, $6,714 to $1M a month in 17 months, and BeyondNine, $300k to $2M a month in 18 months. At $100k a month the constraint is almost always creative volume and freshness rather than account structure, so ask any agency how many new concepts it ships a week and who films them.

How do you scale a DTC fashion brand on Meta?

Start with social proof that sounds like a customer, because a quote from a real woman beat every polished model shot in the Ripley Rader account. Add the founder on camera as early as she will agree to it. Build the account around how the brand sells, so a drop-led brand gets teaser, launch, follow-up and evergreen phases rather than one flat campaign. Then replace winning ads before they tire, which is the step most brands miss.

Do you work with luxury and premium fashion brands?

Yes, as long as the brand sells direct to consumers and is already spending on Meta. Premium fashion still buys on identity and still needs new creative every week. The difference is that the social proof has to come from people the customer recognises as her own, and the statics have to carry the brand's look without turning back into a catalogue page.

What are the best social ads for clothing brands?

In our accounts three formats carry a clothing brand: founder video, where the person behind the brand says something true about it in her own words; customer and creator UGC cut into mash-ups with one clear argument running through them; and statics that lead with a specific line a customer actually said. Hard problem and solution openers, the kind that work for a whitening strip, usually fail for clothes.

Who films the UGC and founder content?

You film the founder content on your phone from our scripts, about 30 minutes a week. Creators film UGC on their own phones to our briefs, and those ads run from the creators' handles as partnership ads so they read like real posts. We edit everything and run it in your own ad account, so you own it.