When Serena & Lily launched a capsule collection of apparel for women, we infused the whole season with a fashion sensibility that connected the dots between the way you decorate your home and the way you dress. We called the first issue of the catalog The Decorator's Issue and wove in messaging about self-expression and what it means to have great style.
It felt good to write for an emerging brand that is committed to doing right by our planet. Did you realize that fashion is the number two polluting industry in the world? Amour Vert is offering a new model. And the clothes are gorgeous. I helped shape the story for their first print catalog. A very quick project, but so much more to say.
I had the pleasure of helping Serena & Lily introduce its collection of original artwork to the world, crafting our brand POV on art in the home and directing online content to support the business, including our Artist Spotlight profiles and weekly emails to promote new collections.
I was hired by Stone Yamashita Partners, a brand consultancy in SF, to help conceptualize and provide content for an employee attraction campaign for a women's apparel brand being launched by Gap. We ended up printing a beautiful set of fold-out cards with vintage prints and imagery and fun copy that spoke to our dream candidates.
In 2010, we worked with Spade & Partners to crystallize our brand essence. They created inspirational boards. We created this book.
In Spring 2014 Serena & Lily opened its first Design Shop on Sacramento Street in San Francisco. We wanted to inspire and empower people to come in and get creative. The brand tagline that I'd generated years ago was painted onto the facade, which was fun to see.