BRAND
Collaborations
Anthony Davis X Saks Men's Collection
Role: Fashion Director
This video shows Anthony talking to Jimmy Kimmel about his collaboration with Saks Fifth Ave.
This video shows a promotional campaign we shot for social and digital platforms.
Objectives
My objective with the Anthony Davis x Saks Collection was to capitalize on the the moment when the NBA’s “tunnel walk” became one of the most influential runways. In addition, I wanted to up the cool factor of Saks Fifth Avenue's private label men’s collection through a partnership with an NBA all-star player.
Actions
Developed an exclusive capsule collection between the private label Saks Fifth Avenue Men’s Collection and NBA all-star Anthony Davis. Launched the limited edition collection officially within 23 Saks Fifth Avenue locations — a tribute to Davis’ jersey number — as well as on saks.com. Filmed content with Mr. Davis for internal and external digital channels. Hosted events in New Orleans and New York with Anthony Davis to promote the collection.
Results
Created the first-ever long-term collaboration with an athlete on a fashion collection at Saks. Developed new products to drive business, grow our customer base, and reach a broader audience.
Dwyane Wade x DSquared2
Role: Fashion Director
Objectives
My objective was to generate buzz and excitement for the Saks' men's department by promoting the exclusive "Dsquared2 X Dwyane Wade" capsule collection with designers Dean & Dan Caten and Dwyane Wade of the NBA's Chicago Bulls.
Actions
Launched the exclusive "Dsquared2 x Dwyane Wade" collection, which consisted of nine pieces. The capsule collection offered both day and evening looks, from a biker jacket and joggers to a tuxedo jacket and a crystal-accented collar shirt. Hosted a store event where the designers and Wade, each donning pieces from the Saks exclusive capsule, greeted and mingled with fans on the men's floor at the Saks New York flagship. Sold the "Dsquared2 x Dwyane Wade" capsule collection exclusively at select Saks Fifth Avenue locations and on saks.com.
Results
Grew the DSquared2 customer base at Saks by reaching a new audience of Wade fans. Inspired new customers to engage with the Saks men's department. Generated buzz and great press.
Tyga x Marcello Burlon County of Milan
Role: Fashion Director
Objectives
My objective as fashion director was to encourage merchants to get exclusive collaborations. With the Marcelo Burlon x Tyga collaboration I aimed to up Saks Fifth Avenue’s street credibility with our urban designer-loving customers.
Actions
Unveiled the worldwide exclusive of the Marcelo Burlon x Tyga capsule collection at an event for press and VIPs at the flagship store in Manhattan. Sold the limited-edition line of T-shirts, hoodies, and shorts at the Saks Fifth Avenue flagship and on saks.com. Offered only 100 units of each style and a limited edition iPhone case as a gift with purchase.
Results
Drove incremental business to the Marcelo Burlon collection. Generated brand loyalty and inspired customers to engage with the brand.