HFR x Janie & Jack The Recital Collection

Brief: Develop a collaboration that highlights BIPOC designers in childrenswear, celebrating diversity and creativity within the fashion industry.

Role: Creative Strategist

Objectives:

• Elevate the visibility of BIPOC designers within the children's fashion sector.

• Create a collection that resonates with diverse audiences and aligns with Janie & Jack's brand values.

• Drive sales and engagement through a thoughtfully executed collaboration.

Key Challenges:

• Seamlessly integrating the distinct styles of three different designers into a cohesive collection.

• Crafting a marketing and event strategy that would appeal to both Janie & Jack's existing customer base and a broader, more diverse audience.

• Executing a high-impact virtual event that would generate significant buzz and sales during a competitive holiday season.

My Actions:

• Collaboration Ideation & Conceptualization: Spearheaded the creative direction for the collaboration, selecting and integrating the unique styles of BIPOC designers Kimberly Goldson, RichFresh, and Kristian Loren into a unified collection that maintained the brand's identity while celebrating diversity.

• Creative Campaign Strategy: Designed a comprehensive marketing strategy that leveraged social media, influencer partnerships, and email campaigns to build anticipation and drive traffic to the collection’s launch.

• Event Ideation: Conceptualized "The Recital," a virtual fashion show event hosted on YouTube by Zhuri James, daughter of LeBron James. The event was designed to captivate audiences and amplify the visibility of the collection, reaching a broad audience online.

The Result:

• Successfully launched one of Janie & Jack's most impactful collaborations, resulting in the brand's second-highest selling holiday collection.

• Garnered widespread media coverage and social media buzz, significantly increasing the visibility of the featured BIPOC designers.

• The Recital virtual fashion show attracted a large online audience, contributing to the overall success of the campaign and reinforcing Janie & Jack’s commitment to diversity and inclusion.

• Established a lasting impact on Janie & Jack’s brand perception, positioning them as a leader in inclusive and creative children’s fashion.

• Secured future collaborations with Janie & Jack and Harlem’s Fashion Row