DCSW: FROM RUNWAY TO SWIM WEEK
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DC Swim Week (DCSW), a boutique fashion show requiring a transition from a local seasonal runway show to a high-end, globally recognized fashion authority. The initial audit revealed a brand without a core identity or tangible purpose. DCSW lacked the structural meaning and overall look required to engage high-level designers, buyers, and sponsors. It needed a total re-engineering of its brand image and experiential embodiment to command a luxury position in the D.C. market.
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I executed a 360-degree re-brand centered on the High-End Avant-Garde. Moving from Consultant to Executive Creative Director & ECO, I leveraged a decade of New York fashion authority to pivot DCSW into a high-fidelity, experiential networking hub. The strategy identified the “white space” in D.C. for a clean, sophisticated fashion ecosystem that functioned as a destination for influencers, makers, designers, artists, buyers, DC’s Tastemakers and Press. Solidified Miss United States as a model and Ambassador.
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Operational Leadership: Managed a 6-month turnaround, overseeing a team of 60+ (5 direct reports) across Sales, Sponsorships, Legal, PR, and Design.
Commercial Velocity: Generated $23K in direct revenue and successfully secured placements for six featured designers in global retail powerhouses, including Macy’s, WhoWhatWear, and Nordstrom.
Commercial Growth: Integrated high-end booths and curated brand activations, successfully securing new Tier-1 models, designers, sponsors and vendors to include Godiva and Core Water.
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Scalable Success: Developed a strategy so repeatable and scalable that it served as the catalyst for the organization’s acquisition of Miami Swim Week five years later which is worth 75M dollars.
Commercial Velocity: Generated $23K in direct revenue and successfully secured placements for six featured designers in global retail powerhouses, including Macy’s, Harrods, and Nordstrom.
Industry Validation: Hailed as the “best DC Swim Week and fashion show ever experienced in DC” by the publisher of Washington Life Magazine. Also, garnered an award for Top 40 under 40 due to the shows success.
Teaser video for DCSW 2017.