To amplify SOREL’s Brooklyn pop-up, I led strategic media partnerships with Hypebae and Who What Wear, designed to drive both cultural relevance and foot traffic.
With Hypebae, we activated on-site styling content featuring influential tastemakers from their network — giving followers an inside look at how real women were incorporating SOREL into their everyday wardrobes. The result was highly visual, social-native storytelling that felt authentic, editorial, and community-driven.
Simultaneously, we partnered with Who What Wear to host a series of in-store events, bringing media, influencers, and local shoppers together in a space that celebrated both style and function. From curated product edits to live styling moments, the activation bridged digital influence and real-world brand experience — turning a retail footprint into a cultural touchpoint.