The goal was to position Banana Republic’s Fall 2024 collection within the context of NYFW through a credible, insider perspective. Featuring a stylist actively attending and dressing for fashion week, the campaign grounded the collection in real-life styling and cultural relevance.

I began the creative direction process by developing a mood board and shot list, sourcing locations informed by where people gather and capture content in SoHo during Fashion Week. I collaborated with the Banana Republic SoHo styling team and Heather to style three looks that highlighted key pieces from the September collection, capturing both stills and iPhone video throughout the shoot.

I then curated and retouched all final selects, partnering with cross-functional Marketing and Editorial teams to bring the campaign to life across multiple channels, including Instagram grid and stories, email marketing, and homepage web design.

The result was a strong internal win, reinforcing the value of influencer-led, social-first storytelling. It drove an 8% lift in click-through traffic from TikTok and Instagram, and, alongside my A Week in Chinos August Collection Campaign concept, helped push a key chino style to sell out within weeks of launch.