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Lexus - #HowFashionTravels
NYFW Sponsorship

Press:
WWD
Luxury Daily

Awards:
World Luxury Award Winner

Objective: Create a meaningful platform for Lexus to speak through with its New York Fashion Week sponsorship.
Solution: Leading an integrated team across PR, events, and social media I brought #HowFashionTravels to life through immersive campaigns season to season. We leveraged partnerships with designers like Jeremy Scott, Adam Selman, and The Blonds, transported fashions elite from show to show, hosted a backstage Influencer Lounge, partied with Alexander Wang and even showed up in the pages of Interview Magazine. This award-winning platform allowed us to successfully engage a hard-to-reach audience amidst the frenzy of New York Fashion Week.

Results: 290 Million Earned & Paid Impressions | 7000 New Social Followers


Paid Social: Fabien Baron shot model Jasmine Sanders, dancer and recording artist Teyana Taylor, and actress Jennifer Morrison the day before opening the set to the public for walk-in photo ops. Organic Social: The photoshoot experience was then opened to NYFW fashion fans to participate in a once-in-a-lifetime opportunity to be photographed on a real editorial set by one of Interview Magazine's regular contributing photographers, Hao Zeng. The photographs were distributed to fans to be shared organically on their own social channels with #howfashiontravels.


FALL 2016 - #WANGFEST | LEXUS x ALEXANDER WANG - Lexus took #HowFashionTravels to the most exclusive after party at NYFW. Alexander Wang used the Lexus GS and LX to bring his "revenge" to life for the notoriously well-attended #WangFest. The vehicles housed speaker systems and distributed swag. People could tag the vehicles at the event.


SPRING 2016 - LEXUS x JEREMY SCOTT - In a first-ever, fashion icon Jeremy Scott unveiled a new set of prints to the public before his show by wrapping 10 Lexus SUVs in the various prints from his space cowgirl-inspired Fall 2016 collection. The wrapped cars hit the streets of Manhattan days before his show to preview what was to come.


FALL 2016 - LEXUS x MADE NY - We partnered with some of MADE NY's freshest designers—The Blonds, Adam Selman, Brock Collection, and 69, to turn the streets of New York into a live runway experience.


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