I worked directly with the Proenza Schouler team to concept and launch a limited-edition collaboration that fused utilitarian outdoorwear with high fashion sensibility. From early ideation through to campaign rollout, I helped shape the campaign direction, product positioning, and go-to-market strategy, ensuring the partnership felt elevated and editorially relevant.
The collaboration debuted on the runway as part of Proenza Schouler’s Spring 2025 show at New York Fashion Week, integrating seamlessly into their ready-to-wear collection and reinforcing the line’s balance of structure and ease. We leaned into Proenza’s minimalist tailoring and urban edge, pairing it with the performance-driven DNA of the collaborating brand. The result was a capsule rooted in function, reimagined through a fashion lens — ultimately securing features in Vogue, The Zoe Report, and Who What Wear, alongside placement with key stylists and editors in addition to celebrity placement.