I helped lead a three-pronged partnership with Waldorf Astoria, leveraging the prestige of NYFW: The Shows to modernize the brand’s approach to luxury and hospitality and drive excitement and awareness of their reimagined hotel locations among a new generation. The iconic hotel brand was paired with luxury house Proenza Schouler to create a custom, Waldorf Astoria-inspired look that walked the runway. I helped produce a week-long VIP Lounge activation at Spring Studios, as well as 10 separate events throughout NYFW: The Shows and a luxury custom item between Proenza Schouler and Waldorf Astoria. The campaign generated over 1.3B impressions.

At NYFW

• Week-long VIP Lounge Activation complete with full schedule of programming

• NYFW The Talks: “From Destinations to Design” in conversation with Proenza Schouler, Waldorf Astoria and Travel + Leisure’s Jacqui Gifford

• 4x Celebratory Toast Post-Runway Show with designers Chuks Collins, Bishme Chromarte, Tiffany Brown, WhenSmokeClears

• 3x VIP Happy Hours

• Live entertainment including DJ talent and live illustrator talent

Designer Partnership

• VIP Shopping Event at Proenza Schouler SoHo ft. bespoke food and beverage programming by NYC’s Alimentari Flaneur

• Custom Runway Look inspired by Waldorf Astoria integrated into AW2024 Runway Show

• 150 Home Items for Waldorf Astoria Hotels

• 1300 Leather Good Items for Waldorf Astoria Hotels

Custom Content for Waldorf Astoria

• 4x short-form docu-style video pieces heroing Proenza Schouler custom design and partnership

• 2x short-form video pieces heroing Waldorf Astoria’s NYFW presence