Creative Direction for Luxury Fashion
Madison Avenue Couture is a small business, so I handled many aspects of the design and marketing, including the implementation the Madison Avenue Couture brand design system, UX research, creative strategy, and stakeholder socialization. I provided creative direction to a team of three on marketing and consumer-facing content, which resulted in a steady increase revenue by 83% each year.
Merchandising and styling for both in-house and co-branded partner trunk shows. I designed the creative, selected the product, art directed and edited photoshoots, and worked directly with photographers, stylists, and beauty teams.
My role: Creative Direction
Company: Madison Avenue Couture
Madison Avenue Couture, 2012-2014
Monochromatic image for website, photo by Jon Carrol, 2014
Elle magazine Dec 2013 photoshoot with Lea Michele—select Chanel merchandise provided by Madison Avenue Couture
Partnered with Elle magazine to select merchandise for photoshoots.
Design email layouts, text lock-ups, and wrote copy for monthly newsletters, 2013
Hermes sale on Rue La La, 201
Hermes sale on Gilt, 2012
Managed the $100K monthly event production: together with senior management, I grew on-premises and B2B account volume via partnerships with retailers including Gilt Groupe, Heritage Auctions, Rue La La, and Moda Operandi—planning product design, seasonal strategy, copywriting, resource delegation, vendor correspondence, and liaison with suppliers.