BRINGING SEXY BACK:
INTIMATE APPAREL & CREATING THE LEGACY DESIGN THAT BEGAN AS SPANX AT MACY’S

When I joined the fashion team at Macy’s, I was thrilled for the opportunity to be more involved with photoshoots - especially to grow my experience in fashion campaign creation & the production process of model shoots. I was tasked to design a completely fresh take on Macy’s lingerie event - FIT MATTERS. The business saw an immediate increase in customer engagement & sales, by showcasing a fresh take on intimates solutions & variety of assortment.

SPANX

When #Spanx developed 5 exclusive body-shaping pieces for Macy’s, I was tasked with not only introducing Spanx to the Macy’s family of businesses, but revealing the story of those 5 fabulous shapewear pieces. … still photography? Models?

THE APPROACH: 5 models across the spread was simple yet impactful. Not only did my concept become the branded look of Spanx® at Macy’s, but the concept evolved as the go-to layout for the following key brand initiatives - print, digital, in-store & jumbo tron:

  • The introduction of inclusive skin tone lingerie to Macy's

  • Wacoal’s beautiful line of lingerie

  • Jockey’s line of cotton coordinating separates