Urban Outfitters | BDG 365 Campaign

Led the repositioning of Urban Outfitters’ heritage brand through the BDG 365 campaign, collaborating with concept and merchant teams to expand the product assortment and increase market share in the denim and basics categories. Created a showroom experience and hosted a dinner at the Hoxton Hotel in Williamsburg, Brooklyn, for brand friends and affiliates to celebrate the relaunch. This initiative included developing the updated visual brand identity, creative concept, influencer strategy, and experiential activation.