Branded Content

White Givenchy handbag on a white car trunk near rear light.

Client: Givenchy

Site: W Magazine

Role: Strategist, Editor

The Ask: To build awareness and drive consideration for Givenchy’s Voyou bag and spring/summer ‘23 collection.

The Solution: A custom shoot brought Givenchy’s campaign messaging to life through W’s distinct creative POV. Inspired by the translation of Voyou (“bad boy”) and its edgy design, the shoot took place on the streets of NYC. These custom assets lived inside a premium feature on Wmagazine.com alongside illustrative copy and shoppable product cards that drove readers directly to Givenchy.com.

Results

Fashion model in blue dress holding pink Givenchy bag, with white car in background.
Person in black outfit posing inside a subway train car.

Client: H&M

Site: NYLON

Role: Strategist, Editor

The Ask: To drive awareness and consideration around H&M’s fall offering and reposition H&M as a destination for elevated fashion.

The Solution: Night Out With… exemplifies NYLON’s nightlife coverage, offering a voyeuristic peek into the social lives of talent set through high-flash photography and on-the-ground interviews. NYLON invited H&M and creator Eva Gutowski to expand the world of Night Out With… through a custom-shot feature and TikTok where H&M became the vehicle for self-expression through style. 

Results

Woman sitting on a subway seat, wearing a white dress and black leather jacket, map on the wall, Nylon magazine logo, text "A Night Out with Eva Gutowski."
Person in black blazer with red handbag, black leggings, and heels, standing next to a large red balloon in white studio.

Client: Loewe

Site: W Magazine

Role: Strategist, Editor

The Ask: To highlight the fall/winter 2022 collection and leverage emerging talent. With awareness as the primary KPI, custom content on-site and on TikTok placed the collection top of mind for this luxury audience.

The Solution: W partnered with emerging actress and comedian Patti Harrison (I Think You Should Leave, Shrill) to create a custom-shot feature and corresponding TikTok for distribution on W’s handles and Harrison’s O&O. Consistent visuals across the suite of assets leaned into tasteful surrealism, playful whimsy, and the talent’s irreverent personality. Loewe’s collection was positioned as art-meets-fashion for savvy fall shoppers and tastemakers.

Results

Fashion article featuring a person wearing a black outfit and unique red shoes, against a white background.
Person with guitar, red jacket, white tank top, black pants, black boots

Client: Dr. Martens

Site: NYLON

Role: Strategist, Editor

The Ask: To reignite excitement and relevance for the legacy brand’s iconic 1460 Boot among discerning Gen Z and millennial shoppers.

The Solution: NYLON tapped the fast-rising artist and genuine Dr. Martens wearer, Towa Bird, to appear in a custom It Girl feature, dressed in mood board-worthy looks anchored in Dr. Martens 1460 Boots.

Results

  • 3M+ content/social impressions & views delivered

  • 11.6K+ total clicks

  • 9.04% article social engagement rate (12x above benchmark)

  • 2.05% NYLON email click-to-open rate (2x benchmark)

Magazine cover featuring a person in a red leather jacket with a guitar, titled 'Towa Bird is Our American Hero', sponsored by Dr. Martens.
Person wearing white jacket and skirt, black top, red background

Client: Bottega Veneta

Site: W Magazine

Role: Strategist, Editor

The Ask: To build awareness and purchase intent around Bottega Veneta’s Wardrobe 04 by partnering with an emerging artist that resonates with the W audience.

The Solution: W captured custom imagery of King Princess in Bottega Veneta and still-life imagery of the brand’s priority handbags. Shot in-studio with minimal propping to highlight the collection’s understated appeal, these portraits were innately endemic to W’s look and feel. Readers resonated with the story’s effortless aesthetic and Gen Z talent-driven POV on a legacy luxury brand.

Results

  • 405K+ pageviews to article‎

  • 1.4K+ product clicks from feature‎

  • 48K+ social engagements on talent IG post

  • 165K+ opens of W editorial emails

Fashion magazine spread featuring an individual in a dark suit and white top, posing against a light gray background. The text on the left reads 'King Princess Is Redefining Pop Stardom' with fashion and photography credits.