FOLDER 02
From a brand’s 10-year anniversary dinner to magazine launch parties and a full launch PR plan: styling, guest and client communications, media outreach, and the night itself.
brand event · argent
Held at Marcel at Sotheby’s, the dinner gathered more than 120 guests, from political leaders to journalists, authors and comedians, among them Hillary Rodham Clinton, Katie Couric, Esther Perel, Chloe Fineman, Molly Jong-Fast, Retta and Ricki Lake. I styled guests including Huma Abedin, Betsy Beers and Grace Weinstein.
as seen in
Issue launch event · The Lexington Line
I planned the launch with the team, built a countdown for our Instagram and designed the event flyer. RSVPs sold out, and we welcomed more than 100 guests over the course of the night. During the event, I hosted on-camera guest interviews for The Cover Page, The Lexington Line’s video podcast, and started a donation-based clothing drive, with staff contributing pieces they no longer wear to raise money.
event photo
Issue launch event · The Lexington Line · Dec 2024
The launch of The Lexington Line’s 20th issue, hosted at PID Floors’ flagship showroom in Manhattan on December 6, 2024. Add a line here about your role in the issue and the night.
Spec campaign · LIM College coursework
A launch PR plan for Erigo’s 5th Avenue flagship store and new e-commerce site, created as a course project at LIM College. Not affiliated with or commissioned by Erigo.
My role: campaign strategy, goals and KPIs, media and influencer targeting, pitch ideas, and the full launch timeline.
Campaign objectives
18%
increase in site traffic while the campaign runs
12–15
pieces of media coverage
10+
fashion and lifestyle creators with 250k–500k followers
50k+
impressions across Instagram and TikTok
Target media
The Business of Fashion, The Wall Street Journal, ELLE, The Cut, GQ, InStyle, Forbes and Women’s Wear Daily
Plus 10+ NYC fashion, lifestyle and street-style creators on TikTok and Instagram.
Pitch ideas
“The Future of Fashion is in NYC!”
Media invite subject line introducing the 5th Avenue flagship, the launch event and the new site.
10-Minute Styling Challenge
Creators get ten minutes in the new store to style a full Erigo look, filmed for social in launch week.
Pre-launch founder talk
A moderated conversation with Erigo’s founder, in the spirit of NYFW’s “The Talks,” introducing the brand’s roots and story.
6-week timeline
Week 1 · May 15–21
Build the media, influencer and VIP invite list. Open talks with food and drink sponsors. Align the store’s visual and experiential details with the PR plan.
Week 2 · May 22–28
Finalize the invite list and send RSVPs to media. Confirm food and beverage partners. Shortlist NYC fashion and lifestyle creators. Draft the press release.
Week 3 · May 29–June 4
Send formal invites to key outlets and creators. Finish the press release and offer exclusives to top fashion and business journalists. Build the media kit.
Week 4 · June 5–11
Follow up to confirm media and creator attendance. Send personal notes to secure final RSVPs. Lock logistics with caterers and event partners.
Week 5 · June 12–18
Send final VIP invitations. Release sneak peeks and behind-the-scenes content. Pitch post-launch stories like interviews and party recaps.
Week 6 · June 19–25
Track RSVPs and report to Erigo. On site for launch: guest coordination, media relations, and capturing photo and video for post-launch promotion.
Also proposed: setting the launch party’s color story, handling all outreach to outside vendors, and a contracted photographer and videographer for extra launch content.