Fall 2023…

7 MAGAZINE
LONDON EDITION

Launched the inaugural issue of 7 MAGAZINE. A fully shoppable digital magazine, 7 MAGAZINE London Edition celebrated the FA23 campaign featuring Georgia May Jagger, the people behind it as well as the Fall collection. A limited print run was produced for distribution to press, influencers and top retailers.

As Editor-in-Chief, I concepted the magazine, leading the editorial direction, overseeing the design, and editing the publication.

To view video sizzle, click on Georgia May Jagger at launch

To view digital version, click on mini shoppable magazine

A/W23

LONDON EDITION

Led creative strategy, storytelling, image selection and content rollout. Provided creative direction for website content, editorial emails and social. Led 7 Magazine launch and rollout across channels. Concepted secondary campaigns around the primary London Edition.

Click on image for video of seasonal creative.

ADDITIONAL CAMPAIGNS
MODERN ICONS Wear an Icon. Be an Icon.
THE FALL 7 trend story rolled out across all channels
7 CRAFTSMANSHIP men’s campaign
HOLIDAY EDITION shot at iconic London rock ‘n’ roll bar The Scotch

S/S 2023

THE SOCIAL GATHERING
CASUALLY ELEGANT. UNAPOLOGETICALLY STYLISH.

To view video, click on group picture for seasonal creative recap.

Led creative strategy, storytelling, image selection and content rollout. Provided creative direction for website content, editorial emails, social, etc.

Pre-Fall 22…

SEVEN STATE OF MIND
LIMITED-EDITION LOGO MANIA CAPSULE

GOAL: To create excitement around the brand logo, present the brand in a fresh modern way, and leverage the current trend for logo mania.

STRATEGY: Inspired by a limited-edition logo print available in three styles (trucker jacket, bootcut and bucket hat), I concepted and provided creative direction for the SEVEN STATE OF MIND campaign. Creative focused around the logo print, bringing it to life with innovative graphic design and motion approaches, as well as seen on content creators Pamela Tick and Natalie Suarez.

ROLLOUT: Rolled out across all channels, the campaign also included an online logo shop featuring the logo mania products as well as the iconic 7 For All Mankind dojo style with logo back pocket for more robust storytelling and larger selling opportunity.

Pre-Fall 23…

MANKIND
Effortlessly Edgy. Comfortably Cool. All Attitude.

GOAL: Launch of Mankind, a new trend-driven, street-inspired collection targeting Gen Z.

STRATEGY: Present the franchise apart from campaign to give it its own special moment. Creative direction focus on product and attitude with cool crops and interesting angles and product personalities.

ROLLOUT: Pre-Fall 23 campaign launch across channels including Mankind shop, overarching and product-driven emails, digital advertising, and social channels.

Fall 22…

7 BOOTCUTS
THE BOOTCUT BAR

GOAL: To create buzz around 7 For All Mankind’s bestselling Bootcut fit, the style that put 7 on the map, as well as modern interpretations.

STRATEGY: To amplify this well-loved fit, we created 7 BOOTCUTS, a series of 7 styles including both original and modern fits. With a mix of education and editorial, we created THE BOOTCUT BAR, both a digital and retail store experience.

ROLLOUT: We launched this denim campaign across all channels OOH advertising to digital to retail. The 7 bootcuts were rolled out in mini education and wear scenario stories via emails and social.

Summer 22…
ASTROLOGY ZONE

GOAL: To create a moment around the artisanal Zodiac collection, centering around intricately beaded zodiac patch designs and star prints.

STRATEGY: Leverage everyone’s love of astrology to create excitement. With the Zodiac pant the hero, we created a special moment, heroing 7 For All Mankind’s signature craftsmanship. Creative brought a whimsical, playful vibe with fresh motion effects and graphic treatments, as well as denim by the stars pairing classic 7 For All Mankind denim to each zodiac sign.

ROLLOUT: Across all channels including a Zodiac Shop, editorial emails, and social channels.

Holiday 2022

HOLIDAZE
with Natalie Suarez

GOAL: To build excitement and consumer engagement around the Holiday 22 collection via an interactive, social-first, influencer-driven campaign.

STRATEGY: We partnered with influencer @natalieoffduty for a buzzy, social-first campaign that celebrated the holidays with festive dressing and gifting. Content covered multiple holiday occasions and moods.

ROLLOUT: : Launched with an IG live shopping event from Soho store. Both website and top doors featured a shop-in-shop with Natalie’s curated picks supported by festive hangtags and messaging. Holiday campaign and storytelling refreshed December leading holiday collection with a focus on holiday and NYE dressing. Content rolled out across all channels including website, gift guide, editorial emails and social.

LAUNCHED 2009. Founder and Creative Director.

Started with a collection called Cocktail Couture inspired by vintage sterling decanter tags. The brand fast became known for fashion-forward, statement jewelry with design codes ranging from bold African-inspired looks to iridescent futuristic shapes.

MixologyNYC was a hit with editors and appeared in all the top editorial publications including European and Asian Vogues, Numero, Nylon, Allure, InStyle, People StyleWatch, The Today Show and many more, as well as on celebrities.

Our goal was to create a big, gorgeous coffee table book that celebrated creativity by showcasing GBG’s brands, as well as the talent of its employees both in the office and out.

storytelling by me.

design by Adrienne Angelo + Katie Rauch-Sasseen

THE GOAL: Synonymous with heritage and craftsmanship, Frye boots has always been iconic brand, mostly known for its harness boots. Our mission was to bring to life the modern Frye. To position it as a modern lifestyle brand and launch the brand’s first DTC site. (2015)

THE RESULT: A new-fashioned world - The Frye Life. Distinctly modern built on the brand’s heritage and artisanal craftsmanship. With a fresh voice and brand personality, we launched a content-driven DTC website and brought the brand to life across all channels.

THE DETAILS: A lot of passion and work went into making this happen. This included the brand book, style guidelines, consumer profile, care guide, as well as content roll out across all channels from evergreen site content to email marketing to social influencer editorial.

In addition, I oversaw a team of freelance writers to create very detailed, editorial-driven product descriptions for all 2,500 men’s and women’s footwear, handbags, accessories and small leather good styles at launch.

While in recent years Frye operated as a vertical business, I have continued to consult on the brand from a high level view, including videos and decks for the apparel launch, positioning verbiage for the diffusion line Frye & Co, overseeing product descriptions, as well as other projects.

To this day, I still consider myself a Frye girl…

AUTHENTIC WESTERN WEAR SINCE 1878

Known for its authentic western shirts, Ely Cattleman had a strong wholesale business with minimal branding or marketing. Our goal was to bring the brand to life with a distinctly authentic, modern pov.

After a full market research study, we reshaped the brand to position it for the future, as well as the digital world. This included crafting archetypes and consumer profiles, as well as understanding the world in which the Ely Cattleman lived. From there, we created brand book which defined Ely Cattleman, as well as several potential diffusion lines.

This led to a the launch of the brand’s first DTC site in Summer 2019. I oversaw the content strategy and rollout across all channels. This included all brand storytelling including site copy, emails, digital advertising, product descriptions, video, social, press and more. Also included at launch was ON THE ROAD blog. While the blog generated revenue and engagement, it was unfortunately discontinued due to limited resources during Covid-19.

Several months after the site launch, we debuted a premium fashion brand ELY BLACK LABEL which featured a distinctly elevated voice with a focus on craftsmanship and materials. To display this, we developed a microsite page on the site, as well as regular email newsletters and digital ads to support the diffusion brand.

Covid-19 presented a challenge for resources and assets which led to some creative, longer storytelling including our Cowboy/Cowgirl Portrait Series and monthly Saturday Night Music Sessions.

Founded in 1998 by music icon Sean “Diddy” Combs, Sean John quickly became a cultural force that took the fashion world by storm, bridging the gap between menswear and streetwear. In 2019, we brought the 20 year old brand to the next level, creating its first DTC website. Our goal was to create a site that not only served as an ecommerce shop, but a cultural hub with original, engaging and immersive content with maximum shop-ability.

From the initial content strategy and editorial direction to site copy and email concepting, I was involved in every aspect of the launch of seanjohn.com. Embodying the fashiontainment ethos of Sean John, the site honors the brand’s storied past while driving the narrative forward with fresh features and unique storytelling. A place where the intersection of culture, music, art, activism, entrepreneurship and style come together as seen through an authentic Sean John lens.

Recent work includes concepting and shaping editorial to support the Sean John Presents initiative launched during Black History Month in February 2021 to celebrate Black Art. Content was driven by the SS21 campaign shot at the Hammond House Museum in Atlanta against a backdrop of directional black art. Throughout the spring season, content was rolled out across all channels supporting different artists seen in the Hammond House exhibition. Another component of the Sean John Presents was a series of design collaborations with up + coming black artists supported by editorial content.

THE GOAL: To bring to life and tell the story of start up sustainable apparel brand B New York.

THE RESULT: A distinct brand persona synonymous with conscious living. Brand and website launch. Integrated 360 content across all channels. The Art of Making an Impact influencer campaign. A Conscious World blog editorial strategy and execution.

THE DETAILS: In late Fall 2019, b new york launched as a conscious, sustainable brand for today’s woman. From crafting the brand personality to developing content strategy, I was involved in the brand from the get-go. More than just about beautiful clothing, this brand is synonymous with conscious living, something that shaped the brand ethos, as well as led to the integration of conscious living throughout all brand storytelling. From our sustainability messaging on site to our blog A Conscious World to long-form product descriptions with a conscious point of view, our storytelling brought the conscious world of b new york to life.

At the onset of Covid-19, we realized that not only were people hungry for more content, the conversation around wellness was even more important. During this time, our CD Jeremiah Hadjian reached out to models with a conscious mindset to do their own mini shoots from home. This launched what became THE ART OF MAKING AN IMPACT campaign. From these shoots, we were able to craft interesting, engaging conscious content across all channels, ranging from conscious tips emails to blogs about conscious creativity or sustainable winemaking. The program developed into a monthly series featuring what models who are role models, including Alek Wek, Mia Kang, Marina Testino, and more.

During this time, we launched our blog A CONSCIOUS WORLD which featured conscious conversations: interviews, points of view, sustainability tips and more. The goal was to integrate conscious getaways, fashion edits and more, however the brand was shut down before we could realize that vision. I oversaw the editorial strategy and direction, as well as edited all pieces.

https://bnewyorkbrand-magazine.com/

CD: Jeremiah Hadjian

Design Director: Jen Carey

Social + Product Copy: Nellie Shaw

THE LUXURY OF COMFORT

We are proud to be comfortable in our own skin, as well as our Taryn Rose shoes

In 1998, orthopedic surgeon Taryn Rose brought comfort to the world of luxury shoes. Ten years later she sold her brand for $40M. Unfortunately, the brand had fallen to the side after that, so when GBG bought it in 2017 it needed a full revamp from a brand identity point of view.

From brand book and tagline to content strategy and editorial direction, I led the storytelling across all channels. This included partnering with design to create the user experience online, overseeing all site copy from big ideas to product descriptions, concepting email newsletters, and more.

To bring to life the world of Taryn Rose, we created a blog called The Rose Room. A distinctly modern lifestyle defined by luxury, beauty and comfort, topics ranged from fashion edits and trend stories to interviews with female entrepreneurs, shoe signs and monthly indulgences. I led the editorial direction and final editing, overseeing a team of two writers. With high click-thrus, the blog proved to be a strong selling tool until it was shut down due to lack of resources.

Other brand support included naming new brand extensions and technologies, as well as creating supportive videos and storytelling.

AD: Thais D’Anjos

WHATEVER THE WEATHER

Since 2013, I have led the storytelling for Aquatalia. This included the brand persona and identity. The launch of Aquatalia Men. The launch of the DTC website, as well as the Madison Avenue flagship store. The launch of the Whatever the Weather tagline and campaign. From taglines to advertising to email newsletters, I drove the content direction, overseeing a team of copywriters and rollout across all channels.

AD: Jeremiah Hadjian

Copywriter: Nellie Shaw

Launched in early 2017, Katy Perry Collections brought the whimsical spirit and fashion sensibility of Katy Perry to the world of shoes. Involved from the very beginning, Art Director Adrienne Angelo and I partnered together to bring to life the brand personality and storytelling, from brand book and wireframes to digital advertising and email newsletters.

Whimsical, often cheeky, even a bit bizarre, this world went on road trips with bears, swam with the sharks, and dabbled in the circus. In 2018, we launched Katy Perry Kids collections for little mini-me’s.

I oversaw the rollout and execution across all channels until Branded Online took over in 2019.

Copywriter: Nellie Shaw

AD: Adrienne Angelo

MIND. BODY. MOTION.

There are no flaws.

Our goal was to create a brand for all women, one that was an inclusive vision of beauty for all the world to see. With its inspirational messaging, MBM Mind. Body. Motion. reminded women to always be comfortable in their own skin. With a focus on sisterhood and supporting one another, the brand celebrated and recognized that women come in all sizes, ages and lifestyles.

Part of the team that launched this brand, I was involved in all aspects from the very beginning, from naming, product messaging and merchandising storytelling to content strategy and brand voice. Launched Q4 2019, I oversaw all storytelling across all channels from site pop ups to email newsletter to social.

Unfortunately, the brand experienced product delays from the very start, followed by the onset of Covid-19. As a result, the brand was shut down several months after launch.

In 2020, I led the editorial and content strategy for the launch of JUNIPERunltd, a content-driven inclusive marketplace. The tagline for Juniper is DESIGNING THE FUTURE. A future that is inclusive for all, accessible for everyone. This led to the development of multiple brands within the accessible design space.

At the heart of and the inspiration for Juniper is MagnaReady, an inclusive menswear brand which brought human-centered design and technology to both dress and casual men’s apparel. As the flagship brand for Juniper, we leveraged MagnaReady’s patented magnetic technology to create inclusive brands for new customer segments.

As we created Juniper and looked towards the future, we saw a need for stylish women’s adaptive apparel that combined beauty and function. That’s when YARROW was born. A collection of elevated basics that are comfortable and easy to dress up or down, offering both style and dignity.

We also saw a need for performance adaptive apparel which led to ULEX - UNITE. LIVE. EXCEL. Engineered to excel, ULEX brings performance sportswear to all abilities with the everyday athlete in mind, boasting functional and adaptive design to empower access for all. All Athletes. All Abilities. Access for All.

From naming and brand persona to editorial and hangtags, I led the narrative for these new brands, as well as other brand pitches such as Selma.

DESIGNING THE FUTURE

A content hub, ecommerce marketplace and community that uplifts everyone’s voice, JUNIPERunltd is inclusive and accessible to all. INCLUSIVE FOR ALL. ACCESSIBLE FOR EVERYONE.

JUNIPERunltd was a labor of love and probably the most challenging project in my entire career. The idea of launching an adaptive marketplace began in mid 2019. From naming and concept development to content direction and editorial management, I was involved from the very beginning.

With the tagline DESIGNING THE FUTURE, we truly felt as though we were. It was uncharted territory and we got the go-ahead to launch right as Covid-19 hit. With a limited creative team, we soft launched the content-driven marketplace with seven verticals in June 2020. To be honest, I’m not quite sure how we did it.

Beyond all the support a DTC marketplace needs - from welcome email series to triggers and pop-ups to evergreen verbiage - I led the content strategy, acted as Editorial Director, as well as Managing Editor. From cooking videos with culinary doctor Dr. Lauren Powell to the beauty of disabled/abled relationships to the changing face of prescription delivery services, I concepted the original content and curated the non-original. I could not have done this without the partnership of CD Thais D’Anjos and Digital Director Natalie Tott. The three of us lived and breathed this project (on top of other work).

Not disabled myself, it was a time of major personal growth, sourcing and working with writers from the community. I was amazed by the talent out there. Immersed in the world of disability, it was like learning a new language and way or communicating.

With my team on furlough, the writing of all on-site copy to editing all the original content rested on me those early months. By the end of the year, i handed over the editorial lead reins to the extraordinary disability activist Sinead Burke and a managing editor from the community. I continued to act as the Marketing Copy lead with Nellie Shaw as copywriter.

CD: Thais D’Anjos

Copywriter: Nellie Shaw

MUSIC. CULTURE. STYLE.

AFTER DARK was one of those fantastic projects that we had a blast working on but which unfortunately never got off the ground.

The challenge was to create a cool menswear brand to fill the white space in Macy’s. A lifestyle brand for the man who loves life. The vibe was directional, those guys who set the trends without even trying. With a focus on the hispanic community, the brand was aligned with musical artist Pitbull.

We envisioned who this man was and created the vibrant world in which he lived. I crafted the spirit of this world - the manifesto, positioning, psychographics, and brand expression.

Here is the video sizzle and the brand book.

GBG acquired Buffalo Jeans in 2017. While the brand was vertical, I worked with the team to create the brand personality to position the brand going forward. Here is the brand book.

Product naming for House 99 by David Beckham.

Here is a sampling of videos in addition to the ones embedded in specific brands in portfolio.

Whether your little ones aspire to be superheroes, fashionista or rap stars, shopping for them can be a challenge. That’s where Boomdash came in - a content-driven shopping destination with editorial features and the world’s best brands. An intelligent site designed to grow with your kids, this startup was an amazing project which unfortunately encountered some challenges leading to it shutting down after less than a year.

Involved from the very beginning, I helped craft the brand personality and identity. I worked side-by-side with programmers to create the editorial and all site copy for the original prototype and wireframes. I wrote the brand book and developed archetypes of the kids, age 0-12. Furthermore, my main contribution was concepting the original editorial direction, story ideas and editorial calendar.

While a vertical team was brought in to run the site after launch, I continued to regularly contribute both long and short form copy for fashion edits to support the Boomdash boutiques, ranging from holiday themes to style trends to standout motifs. I also wrote several articles, including Road Trip Warrior (road map for a stress-free road trip), Welcome to Camp Awesome (what you need to know, things no one ever tells you, as well as packing guide), and an essay as part of The Wardrobe Chronicles series.

THE ART OF ITALIAN CRAFTSMANSHIP

In 2017, Samuelsohn bought Italian shirtmaker Culturata. I was hired to create the brand tagline and personality.

Here is the brand book which brings to life the gorgeous Italian spirit and world of Culturata.

Designed by Adrienne Angelo.

GBG acquired Joe’s Jeans in 2017. While the brand was vertical, I worked with the team to articulate the brand personality. In the following years, I continued to work with the brand, writing video scripts etc for seasonal campaigns.

Here’s the brand book.

As Head of Public Relations for No nonsense Legwear and Intimates, I led all internal and external communications. With 85% brand recall and in the top 20 of Fairchild’s Top 100 Brands list, No nonsense was an iconic brand. The challenge was to bring it into the future with new product brand extensions into leggings, shapewear, intimates, and socks, as well as launching new initiatives geared towards the brand’s key audiences.

Major initiatives included Perfect Tones, legwear for all skin tones, launched to the press at a big event in NYC at a nightclub featuring a runways show with models of every shade . Other initiatives included product Made in the USA, sustainable socks, and more. In addition, we promoted NN at NYFW and on the runways.

Seasonal site copy, email newsletters, collection statements, press releases.

As Head of Public Relations for HUE legwear, I took the HUE brand from 32 print placements annually to over 500 and significantly more with digital, generating over a Billion impressions. During this time, the business grew during this time business grew from $32M to $125M. I worked closely with marketing, design, and merchandising teams to build strategic partnerships and ensure consistent brand messaging.

A significant initiative was designer relations with HUE on the runways and in the lookbooks of over 40 designers every NYFW. To bring the brand to high-end department stores and luxury specialty stores, I concepted HUE’s Designer Collaboration program launched on the runways of Tracy Reese, Tibi, Trina Turk, and Milly. From picking the designers and negotiating the deals to partnering with them and design to create the product to the runway, I was intimately involved in the development and communication of the program. A huge success, it generated high-end press and found placement in top retailers.

In addition, I spearheaded multiple brand experiences. A HUE Footless Tights Event with models and customized hot dog stands outside NYFW and in Times Square. Ambush makeovers across from Bryant Park during another NYFW to promote the launch of HUE’s Cool Contours line of shapewear.

Here are some highlights of the designer collaborations and other even press materials.

ColorTherapy was a private label basics program developed for a mid-tier retailer. The concept was bold, basic tees that made you feel good. We created the name and centered the concept around the idea that colors can boost your mood - they sooth or inspire, reduce stress, stimulate the sense, even rejuvenate.

From naming to packaging, I led the storytelling for this brand.

Aquatalia Men launch, Brand Book, 360 Storytelling

Frye Men Brand Book, DTC, 360 Storytelling

Ely Cattleman Brand Book, Tagline, Content Strategy, 360 Storytelling, launch of Black Label

Sean John launch of DTC site, 360 Storytelling

After Dark apparel brand identity, brand book, video

House 99 by David Beckham product naming

Kent + Curwen video script for launch of Covent Garden store

Hickey Freeman lookbook, collection, emails

Culturata brand book, tagline

Lipson Shirtmakers brand book

Pal Zileri Bespoke branding materials

Brooks Brothers Collection naming, Special Projects

In 2018, GBG Apparel took over the license for CopperFit Apparel with collections ranging from true performance copper-infused activewear and essentials with wicking, antimicrobial and temperature benefits to fashion forward styles featuring aromatherapy, moisturizing and spa benefits.

From the brand book to content strategy, I was involved from the beginning, working hand-in-hand with merchandising to help shape and communicate new product programs, support with storytelling at the retail level, and more. I also, oversaw the social copy and product descriptions.

DESIGNED FOR LIFE. BUILT FOR COMFORT.

Spring 2014 ad campaign and adaptations across all channels.

Fall 2014 ad campaign. Tagline, core messaging, lifestyle video, as well as rollout of multiple short technical videos for Easy Spirit’s different collections, including Anti-Gravity, e360, Explore24, e24/7.