It doesn’t really get cooler than Alexander Wang. The definitive name in American contemporary luxury, this modern life-style brand is both digitally and socially progressive. I worked with the brand on their website relaunch, looking at every part of the customer experience and injecting it with copy that’s equal parts authentic, relevant and rebellious. I’m particularly proud of the tagline we created: ALEXANDER WANG. BORN IN NEW YORK CITY, TO BE WORN WORLDWIDE.
I feel very lucky to have been part of J.Crew's copy team—both full-time and now freelance—for the past seven years. Their voice is always playful, incisive, self-aware and humorous. I've written across all channels, including web, email, blog, catalog, international print campaigns and social media. While there I conceived of #jcrewtruths, a successful social media and print campaign, as well as contributed to several international ad campaigns.
Loeffler Randall is a New York-based, family-owned business committed to making shoes and bags with character. Their voice, like their brand, is smart, charming and timeless. I created their internal Copy Style Guide, revamped their About Us page, and wrote emails and Instagramcaptions for them—plus I continue to work with them on any projects that need a dose of warmth, wit and pizzazz!
Just as M.Gemi's shoes strike the ideal balance between Italian craftsmanship and artistry, its voice is the perfect mixture of informative and irreverent. I've helped them develop and fine-tune that voice by working with them on their web, email and campaign copy.
Cleanly is an innovative laundry and dry cleaning app that's changing the game when it comes to at-home laundry service. I've worked with them for over a year to craft a fresh, friendly and relatable voice on their site, email and social media channels.
Roxanne Assoulin is a New York-based jewelry designer specializing in uncomplicated indulgences. I've recently started working with her to fine-tune and evolve her irreverent, joyful and witty brand voice on her web and email channels. It’s meant to make you smile :)
Butterfly Beauty provides inspirational and innovative beauty and fragrance brand experiences. I crafted product copy for Derek Lam, Robert Graham, and Elizabeth and James fragrances. Scent is such an elusive and potent sense to describe—I tried to capture the sensuality, decadence and delight of finding that perfect perfume that just feels like you.
GREY Jason Wu
I created the brand statement for GREY Jason Wu, a sister line that captures the less serious side of life. Named after Jason’s favorite color, GREY Jason Wu is inspired by the everyday style of his closest friends. We kept the voice whimsical,uncomplicated and tongue-in-cheek, as the tagline suggests: Grey la vie!
Tucker by Gaby Basora
A beloved New York-based brand specializing in silk printed dresses and separates. I've had the pleasure of working with designer Gaby Basora in many capacities over the years, first appearing in her campaigns, then interviewing her for NYO Magazine, and finally crafting product and web copy for her collections. Gaby is a visionary and a true character—my challenge was to make Tucker's copy equally exciting and effervescent.
Mark Seliger Photography
Mark Seliger is an American portrait and fashion photographer who's shot over 125 Rolling Stones covers and just about every famous person or public figure you've heard of. I had the opportunity to work with him to create the brief for a major ad campaign for a luxury fragrance (it hasn't come out yet so I won't risk naming the brand!). Basically, he's an icon and it's always good to learn from an icon.
The Lost Explorer
Launched in 2016 by British adventurer, ecologist, and environmentalist David de Rothschild, the Lost Explorer is an eco-minded lifestyle brand. It’s focused on building and empowering a loyal community who share a common love for adventure, travel and the planet. I worked with them on their launch emails, web copy and some psychedelic text about a cactus (sadly not pictured). It was a trip.
Long live Milk Studios, land of the 12-hour photoshoot and all you can drink espresso. I worked as a freelance writer for Milk Fashion Week and helped create the brand voice for the MADE Fashion Week for Impulse collection. I also worked as a copywriter for LEGS, their production studio, helping craft copy content for Theory.
Since 1982, Brahmin has been crafting leather handbags and accessories that combine quality, artistry, and style. All their products are made in-house in Massachusetts. I helped them conceive of and write taglines for their 2015 "Confidence" campaign.
Since 1935, Sperry's seafaring clothing, accessories, and shoes have been a stalwart of classic American sportswear. I crafted product copy for their 2015 women's collection.
Heavenly is a Creative Consultancy based in London that provides strategy, creativity, design and consultancy services for a variety of high-end clients. I collaborated with them to create exciting and aspirational copy introducing Hudson Yards, the largest private real estate development in the history of the United States. I wrote for their web, social media, and brochure channels.
Victoria's Secret PINK
I created the voice and all content for the PINK Pop-Up Blog in 2010. Sadly no record of this blog remains, but I interviewed PINK models, wrote beauty content and product reviews, attended store events, and covered the 2010 Victoria's Secret Fashion Show (Katy Perry performed and I cried). In lieu of clips, here is me and supermodel Chanel Iman looking like close personal friends.
New York Observer
Feature articles for a NYO Magazine, Brooklyn Living, Observer Education, and The Home Observer. I interviewed award-winning Austrian chef, Kurt Gutenbrunner, wrote a history of the Beale mansion (home to Little and Big Edie, the subjects of the iconic Grey Gardens documentary), wrote book reviews and covered cultural events.
During my time interning at W Magazine in 2009 I wrote several stories for their blog, including: