Repositioning a jewelry brand through an immersive runway experience
For Spring/Summer 2023, CHRISHABANA returned to the runway with a presentation that positioned its jewelry as wearable art, reflecting the brand’s expanding creative vision. As Marketing & Communications Director, I led communications and event strategy surrounding the show, overseeing venue sourcing, guest experience, sponsor relations, press coordination, and digital storytelling to create an immersive brand moment. This integrated approach helped strengthen CHRISHABANA’s visibility across fashion, art, and culture.
Highlights
Secured Reena Spaulings as the presentation venue
Curated a 300+ person guest list of editors, creatives, and industry leaders
Managed communications with event sponsor DIAGEO
Collaborated with DIAGEO’s PR team on media outreach
Coverage in WWD, OK Magazine, and Adweek
Digital Storytelling
To build anticipation ahead of the presentation, I developed an Instagram-first casting campaign that invited followers to apply for the runway through a series of cryptic teaser posts. The campaign generated hundreds of submissions from across the country before narrowing applicants to a final six-person cast, transforming the casting process itself into part of the collection’s narrative.
To further reinforce the collection’s futuristic identity, I collaborated with French artist Michael Rennasia and Los Angeles DJ BAEBAE to create a series of surreal visual assets and an original soundscape that extended the show’s atmosphere across both the live presentation and CHRISHABANA’s digital channels.
Press Coverage
The presentation received editorial coverage in Paper Magazine, reinforcing CHRISHABANA's public return.
