{"id":44067,"date":"2026-03-26T15:45:08","date_gmt":"2026-03-26T15:45:08","guid":{"rendered":"https:\/\/thedotsociety.be\/?p=44067"},"modified":"2026-03-27T13:47:06","modified_gmt":"2026-03-27T13:47:06","slug":"the-art-of-email-in-fashion","status":"publish","type":"post","link":"https:\/\/thedotsociety.be\/en\/the-art-of-email-in-fashion\/","title":{"rendered":"The art of email in fashion: How Jacquemus, Natan, and Paul Smith turn storytelling into strategy"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-jtwvlqm2-3a7d2b78bb86f25086aef43f937e556d main_color avia-section-small avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll  av-minimum-height av-minimum-height-100  container_wrap fullsize'   data-av_minimum_height_pc='100'><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-44067'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-etxyk9-35f8c561d79547a7f7cd37d743325858 sc-av_one_fourth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-etxyk9-35f8c561d79547a7f7cd37d743325858\">\n.flex_column.av-etxyk9-35f8c561d79547a7f7cd37d743325858{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-etxyk9-35f8c561d79547a7f7cd37d743325858 av_one_fourth  avia-builder-el-1  el_before_av_one_half  avia-builder-el-first  beneden first flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><\/div><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3d2t061-4492d517ecf1866d3d172f15dfacb683\">\n.flex_column.av-3d2t061-4492d517ecf1866d3d172f15dfacb683{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-3d2t061-4492d517ecf1866d3d172f15dfacb683 av_one_half  avia-builder-el-2  el_after_av_one_fourth  el_before_av_hr  flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><p><section  class='av_textblock_section av-ju1b8xks-71f9c87a33184b82f31a6cda9cb53486 '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock '  itemprop=\"text\" ><p><b>Antwerp, March 2026<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketing automation in fashion goes beyond communication, it\u2019s a digital extension of the runway. When done right, it reflects a brand\u2019s artistry, heritage, and long-term relationship with its audience. The most iconic fashion houses don\u2019t just send emails; they craft narratives that merge emotion with data, transforming communities of loyal admirers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Jacquemus, Natan, and Paul Smith, three fashion houses with distinct aesthetics,\u00a0 exemplify how a brand\u2019s DNA can translate into unique automation and email strategies powered by Klaviyo.<\/span><\/p>\n<h3><b>Jacquemus: Emotion, editorialism, and elegance in automation<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In an age where inboxes are constantly flooded, it takes something truly special to cut through the noise. Jacquemus does just that, delivering email marketing that feels intimate, emotional, and unmistakably on-brand. Their approach proves that luxury communication doesn\u2019t need to shout to be heard.<\/span><\/p>\n<p><b><q>1. Less is more: the power of exquisite, consistent imagery<\/q><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Jacquemus doesn\u2019t overwhelm with endless product grids. Each email is a curated visual experience: high-quality, editorial-style photography that evokes mood and lifestyle rather than a push to purchase. This consistent aesthetic reinforces the brand\u2019s identity, making every send instantly recognizable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The June 2025 newsletters, for example, weren\u2019t about a sale, they created <\/span><i><span style=\"font-weight: 400;\">an atmosphere<\/span><\/i><span style=\"font-weight: 400;\">. The visuals, tone, and pacing felt more like a slow-burn film than a digital ad.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-44092\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/1-1030x578.png\" alt=\"\" width=\"636\" height=\"357\" srcset=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/1-1030x578.png 1030w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/1-300x168.png 300w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/1-768x431.png 768w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/1-1536x862.png 1536w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/1-2048x1150.png 2048w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/1-1500x842.png 1500w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/1-705x396.png 705w\" sizes=\"(max-width: 636px) 100vw, 636px\" \/><\/p>\n<p><b><q>2. The whisper, not the shout: understated CTAs<\/q><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Instead of displaying \u201cSHOP NOW\u201d buttons in the face, Jacquemus uses 90% of its inbox experience for displaying pictures which make CTAs blend seamlessly into the design. The effect is one of invitation, not intrusion. This aligns perfectly with the brand\u2019s philosophy of refined luxury, it respects the customer\u2019s intelligence and allows discovery at their own pace.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If there\u2019s one area that could elevate their strategy even further, it\u2019s subject lines. Adding more narrative elements or emotional intrigue could make the inbox experience even more storytelling-led.<\/span><\/p>\n<p><b><q>3. Weaving a narrative: the art of storytelling<\/q><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Jacquemus\u2019 emails are rarely about the product only, they\u2019re about <\/span><i><span style=\"font-weight: 400;\">place, people, and poetry<\/span><\/i><span style=\"font-weight: 400;\">. Take the <\/span><i><span style=\"font-weight: 400;\">Le Paysan<\/span><\/i><span style=\"font-weight: 400;\"> collection this summer. The emails transported readers straight to Simon Porte Jacquemus\u2019 childhood in the South of France, mirroring the collection\u2019s nostalgic warmth. It was more than a campaign; it was an autobiographical journey through memory, craftsmanship, and modern couture.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This depth transforms a simple product launch into an immersive narrative that builds emotional connection and brand affinity.<\/span><\/p>\n<p><strong><q>4. Behind the strategy: data with soul<\/q><\/strong><\/p>\n<p><span style=\"font-weight: 400;\">This philosophy was echoed by Ryo Senga, CRM &amp; Clienteling Manager at Jacquemus, during the Klaviyo K:LDN conference. His insights highlight a crucial truth: luxury marketing thrives on a holistic view of the customer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By analysing which clients enter through which channel and using behavioral data to understand engagement, Jacquemus tailors communication to each individual. Through tools like <\/span><b>RFM (Recency, Frequency, Monetary) analysis<\/b><span style=\"font-weight: 400;\">, they can identify and nurture high-value customers, including those who shop across global boutiques.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Platforms like <\/span><b>Klaviyo<\/b><span style=\"font-weight: 400;\"> enable this level of sophistication, blending storytelling with segmentation, emotion with automation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Jacquemus\u2019 email strategy isn\u2019t just about selling clothes. It\u2019s about building a brand, fostering a community, and delivering an experience that feels as refined as their collections themselves.<\/span><\/p>\n<h3><b>Natan: crafting connection through elegance<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Belgian fashion house <\/span><b>Natan<\/b><span style=\"font-weight: 400;\">, synonymous with timeless craftsmanship, exemplifies the art of subtle luxury, both on the runway and in the inbox.<\/span><\/p>\n<p><b><q>1. Precision over frequency<\/q><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Natan doesn\u2019t chase inbox visibility through repetition. Each email is intentional, a quiet statement of quality. Whether announcing a new collection or atelier event, the cadence reflects confidence and restraint.<\/span><\/p>\n<p><b><q>2. Heritage in the digital age<\/q><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Their content mirrors their brand pillars: craftsmanship, heritage, and modern femininity. Instead of over-designing, they focus on textures, storytelling, and the people behind the brand.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-44101\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-29-1-1030x622.png\" alt=\"\" width=\"609\" height=\"368\" srcset=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-29-1-1030x622.png 1030w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-29-1-300x181.png 300w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-29-1-768x464.png 768w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-29-1-1536x927.png 1536w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-29-1-2048x1236.png 2048w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-29-1-1500x906.png 1500w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-29-1-705x426.png 705w\" sizes=\"(max-width: 609px) 100vw, 609px\" \/><\/p>\n<p><b><q>3. Personalised journeys via Klaviyo<\/q><\/b><\/p>\n<p><span style=\"font-weight: 400;\">With advanced segmentation in Klaviyo, Natan distinguishes between atelier clients, online shoppers, and VIPs. Automated flows, like exclusive event invitations and collection previews feel entirely personal, not programmed. Even a classic abandoned cart flow will help you dive into a showroom experience, emphasizing on why you should go and visit the store.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Natan proves that even the most classic luxury brands can harness automation without losing authenticity. Each message feels tailored, elegant, and deliberate, just like their garments.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-44096\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-31-1030x901.png\" alt=\"\" width=\"546\" height=\"478\" srcset=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-31-1030x901.png 1030w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-31-300x262.png 300w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-31-768x672.png 768w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-31-1536x1344.png 1536w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-31-1500x1312.png 1500w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-31-705x617.png 705w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-31.png 2029w\" sizes=\"(max-width: 546px) 100vw, 546px\" \/><\/p>\n<h3><b>Paul Smith: the art of playful precision in conversational commerce<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">If Jacquemus is emotion and Natan is elegance, <\/span><b>Paul Smith<\/b><span style=\"font-weight: 400;\"> is joy. The brand\u2019s marketing strategy centers on transforming data-driven execution into a witty, human-connected customer experience, prioritizing personality over the purely mechanical sale.<\/span><\/p>\n<p><b style=\"font-size: 18px;\"><q>1. Design with a wink and brand storytelling<\/q><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Paul Smith&#8217;s campaigns instantly pop with bright colours, bold typefaces, and humorous copy, making every communication, from suit launches to quirky capsule collections, distinctly identifiable. The digital team now dedicates more time to elevating the customer experience by experimenting with imagery in triggered emails and weaving rich <\/span><b>brand storytelling<\/b><span style=\"font-weight: 400;\"> into their content. This approach educates customers on the breadth of the product range, particularly for key categories like gifting. <\/span><\/p>\n<p><b style=\"font-size: 18px;\"><q>2. Smart segmentation, playful execution<\/q><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Paul Smith\u2019s move to Klaviyo, in combination with the composable Centra platform, streamlined complex enterprise processes by unifying transactional, triggered, and campaign emails into one system across both B2C and B2B operations. <\/span><span style=\"font-weight: 400;\">This foundation allows for <\/span><b>smarter segmentation<\/b><span style=\"font-weight: 400;\">, whether targeting younger customers with fashion-forward drops and styling tips or long-time fans with behind-the-scenes craftsmanship stories. Crucially, the platform now effectively supports their wholesale division with a digital showroom, sharing data to inform targeted buying experiences across all channels.<\/span><\/p>\n<p><b style=\"font-size: 18px;\"><q>3. Data-driven delight<\/q><\/b><\/p>\n<p><span style=\"font-weight: 400;\">The brand operationalizes this philosophy through <\/span><b>33 active automated flows<\/b><span style=\"font-weight: 400;\"> (including welcome, re-engagement, and abandoned cart journeys) that are infused with conversational warmth and wit. This commitment to turning personalization into a genuine, smiling personality has yielded significant, measurable success:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>62%<\/b><span style=\"font-weight: 400;\"> of total revenue was attributed to Klaviyo (May-Oct 2024).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Flows achieved a <\/span><b>12.1%<\/b><span style=\"font-weight: 400;\"> click rate year-to-date.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The brand saw a <\/span><b>16.7%<\/b><span style=\"font-weight: 400;\"> decrease in spam rate year-to-date.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Paul Smith proves that when data and automation are used to nurture authentic connections, they don&#8217;t just sell harder, they empower the brand to smile wider and drive high-impact revenue growth.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-44103\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-30-1-1030x676.png\" alt=\"\" width=\"720\" height=\"473\" srcset=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-30-1-1030x676.png 1030w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-30-1-300x197.png 300w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-30-1-768x504.png 768w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-30-1-1536x1008.png 1536w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-30-1-2048x1344.png 2048w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-30-1-1500x984.png 1500w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2026\/03\/Artboard-\u2013-30-1-705x462.png 705w\" sizes=\"(max-width: 720px) 100vw, 720px\" \/><\/p>\n<h3><b>When fashion meets automation<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">From Jacquemus\u2019 emotional storytelling to Natan\u2019s refined precision and Paul Smith\u2019s joyful personalisation, each brand demonstrates that the best email strategies start with a strong identity and scale beautifully with the right tools.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fashion marketing isn\u2019t about frequency; it\u2019s about feeling.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">It\u2019s about translating <\/span><i><span style=\"font-weight: 400;\">brand emotion into digital experience.<\/span><\/i><i><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/i><span style=\"font-weight: 400;\">And with a platform like <\/span><b>Klaviyo<\/b><span style=\"font-weight: 400;\">, that translation becomes effortless, measurable, and powerful.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because in fashion, as in email, <\/span><b><q>the true luxury lies in connection.<\/q><\/b><\/p>\n<\/div><\/section><br \/>\n<div  class='av-social-sharing-box av-ju1btkev-f59141a98e85e75b5a92920338aea74f av-social-sharing-box-minimal  avia-builder-el-4  el_after_av_textblock  avia-builder-el-last  av-social-sharing-box-fullwidth '><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Share this article<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/thedotsociety.be\/en\/the-art-of-email-in-fashion\/&amp;t=The%20art%20of%20email%20in%20fashion%3A%20How%20Jacquemus%2C%20Natan%2C%20and%20Paul%20Smith%20turn%20storytelling%20into%20strategy\" aria-hidden=\"false\" data-av_icon=\"\ue8f3\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Facebook\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href=\"https:\/\/twitter.com\/share?text=The%20art%20of%20email%20in%20fashion%3A%20How%20Jacquemus%2C%20Natan%2C%20and%20Paul%20Smith%20turn%20storytelling%20into%20strategy&amp;url=https:\/\/thedotsociety.be\/en\/?p=44067\" aria-hidden=\"false\" data-av_icon=\"\ue8f1\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Twitter\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-pinterest' ><a target=\"_blank\" aria-label=\"Share on Pinterest\" href=\"https:\/\/pinterest.com\/pin\/create\/button\/?url=https%3A%2F%2Fthedotsociety.be%2Fen%2Fthe-art-of-email-in-fashion%2F&amp;description=The%20art%20of%20email%20in%20fashion%3A%20How%20Jacquemus%2C%20Natan%2C%20and%20Paul%20Smith%20turn%20storytelling%20into%20strategy&amp;media=https%3A%2F%2Fthedotsociety.be%2Fwp-content%2Fuploads%2F2026%2F03%2FTEMPLATE-Blogpost-Banner-Website-NLENG-1-705x385.png\" aria-hidden=\"false\" data-av_icon=\"\ue8f8\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Pinterest\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Pinterest<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href=\"https:\/\/linkedin.com\/shareArticle?mini=true&amp;title=The%20art%20of%20email%20in%20fashion%3A%20How%20Jacquemus%2C%20Natan%2C%20and%20Paul%20Smith%20turn%20storytelling%20into%20strategy&amp;url=https:\/\/thedotsociety.be\/en\/the-art-of-email-in-fashion\/\" aria-hidden=\"false\" data-av_icon=\"\ue8fc\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on LinkedIn\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><li class='av-share-link av-social-link-mail' ><a  aria-label=\"Share by Mail\" href='mailto:?subject=The%20art%20of%20email%20in%20fashion%3A%20How%20Jacquemus%2C%20Natan%2C%20and%20Paul%20Smith%20turn%20storytelling%20into%20strategy&#038;body=https:\/\/thedotsociety.be\/en\/the-art-of-email-in-fashion\/' aria-hidden='false' data-av_icon='\ue805' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share by Mail'><span class='avia_hidden_link_text'>Share by Mail<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jtwwah59-d59689c840ceb80a177faedc51e840da\">\n#top .hr.hr-invisible.av-jtwwah59-d59689c840ceb80a177faedc51e840da{\nheight:40px;\n}\n<\/style>\n<div  class='hr av-jtwwah59-d59689c840ceb80a177faedc51e840da hr-invisible  avia-builder-el-5  el_after_av_one_half  avia-builder-el-last  '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>A deep dive into the email marketing strategies of Jacquemus, Natan, and Paul Smith and how they use automation to express identity and build loyalty.<\/p>\n","protected":false},"author":9,"featured_media":44069,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[39,42],"tags":[102,119],"class_list":["post-44067","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing-en","category-strategy-en","tag-fashion","tag-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - 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