H&M Studio Collection A/W ‘19 Press Preview Event

For H&M’s A/W 2019 Studio Collection launch, The Gathery and I were assigned to reimagine the traditional fashion press preview. Drawing inspiration from the collection's focus on the transformative strength of the modern muse, we mined a collective of entrepreneurial female influencers who embodied the core values of the global fashion brand.

We then transformed a West Village townhouse into a creative salon where guests could be inspired by our own hand-picked modern muses all while discovering the latest fashions. Each of the home settings were dedicated to one of our New York characters, paying homage to their aspiring personalities and leveraging their respective industries/areas of expertise to piece together each element of our cocktail party. The experience established what H&M defined as a modern muse with the objective of empowering guests to find their muses within.

Read more via Vogue.

Project Details

Each room was inspired by the individual personalities of our chosen women combined with visual cues — materials, patterns and fabrics — from the fall/winter collection to create highly-photographable moments as guests discover each home environments.

Activations included a rooftop oasis where Mamma Medicine’s Rebecca Hanekamp read guests aura’s and doled out wellness advice, an interactive food installation designed by queer art collectve Spiral Kitchen Theory, and an atelier tended to by fine artist and model Carlotta Kohl with empowering mantras.

The evening’s soundtrack was provided by Hannah Bronfman culminating with an intimate live performance by Zsela to kick-off New York Fashion Week.

Project Contributions

• Lead Creative Strategist, participating in the pitch to win the business alongside agency Co-Founder

• Account Director, as day-to-day liaison between agency and client; owner of all mission critical documents

• Lead Copywriter, from proposal through to on-site consumer messaging

• Staff Training Lead, briefing and managing brand ambassadors, influencers, and vendors