02 / Lee
Signature ×
Gabi Sullivan
Turning a denim capsule into a fashion moment through talent, heritage and an integrated launch.
My role
Campaign development · Talent strategy · Integrated launch · PR · Event production · Rollout
Opportunity
Heritage is
the point.
In a competitive denim market, the opportunity was to use Lee’s heritage and authentic denim credentials to position Signature as an elevated, timeless expression of the brand — foundational denim staples designed to move from day to night.
Creative / talent decision
I recommended Gabi Sullivan as the face of the campaign because her fashion credibility, aesthetic and personal styling aligned naturally with that positioning, giving the capsule the timeless, mix-and-match world it needed.
“The ultimate
denim wardrobe.”
Launch language
How I built the launch
A reveal designed
to build curiosity.
The teaser deliberately withheld Gabi’s face and product information before gradually revealing the collaboration across a connected launch spanning owned, paid, creator, PR, wholesale and an intimate dinner.
- 01
Tease
- 02
Reveal
- 03
Launch
- 04
Creator amplification
- 05
Event
- 06
Earned media
Brand experience
From campaign
to experience.
The launch culminated in an intimate dinner with Gabi, creators and key wholesale partners, bringing the campaign into a physical brand experience.
I led the event from planning through to delivery, including guest strategy, venue, styling, gifting and coordination, with attendees wearing the collection and creating another layer of organic content around the launch.
- 1.4M
- Event reach
- 23
- Instagram stories
- 8
- Organic posts
Impact
- +2,900%
- Instagram engagement
- 30+
- UGC posts
- RUSSH +
Fashion Journal - Earned media coverage
- +22%
- Lee Women's sales, YoY