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.
Lee's women's denim category had stagnated post-COVID, with declining revenue and reduced brand heat. The challenge was to revitalise the category and reignite growth.
In a crowded denim category, the opportunity was to turn Lee’s heritage and authentic denim credentials into a more elevated proposition. Signature was positioned as a timeless, aspirational capsule of foundational denim — designed to move from day to night and broaden how women saw the brand.
Creative / talent decision
I recommended Gabi Sullivan as the face of the campaign because her fashion credibility, refined personal style and genuine affinity for denim made the positioning feel authentic. Her styling gave the collection an aspirational but wearable point of view, helping move Lee into a more fashion-led conversation.
“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 coverage in Australian fashion titles
- +22%
- Lee Women's sales, YoY
- 20
- New retail accounts, including Stylerunner (Australian activewear retailer)