Runway Shows
NYFW is twice per year, and each time, I collaborated with my team to conceptualize the story for the season—through a combination of IRL + digital experiences.
As the head of Coach PR copy, too, I write collection notes and talking points for Coach Creative Director Stuart Vevers that communicate our narrative to press.
Coach Fall 2023
A story about our heritage meets the attitude of today’s generation—set against the wood-paneled Park Avenue Armory, and infused with a 90s soundtrack ripped from Cruel Intentions.
Coach Spring 2023
New York City’s piers were a metaphor for things lost and found, loved and reloved, for a collection that was all about circularity and today generation’s recycled approach to American fashion.
Coach Fall 2022
A dreamlike American neighborhood — from “Somewhere in America”—was the backdrop for this collection and its tribute to the role Coach has played in shaping American fashion since the 1940s.
Coach TV
When runway shows went online, we concepted a new way to introduce our collections—with our channel of short, funny fashion films inspired by American TV tropes. (I concepted and scripted a few of these).