Next In Fashion (Netflix)

Creative Direction • Marketing Strategy • Photo & Video Production • Event Design • Social Campaign Concepting

What differentiated Next in Fashion from other design competitions was its diversity, inclusivity, and sense of community. So when it came time to promote the show, I saw an opportunity to connect with an untapped audience - Gen Z fashion lovers, who were invested in style and held the values reflected in the show. In order to win them over, we had to meet them where they were - on Instagram. Instead of relying on a traditional press release, I worked with the Executive Prodcuers to turn the show’s finale into a fashion show. We sent personalized invitations to celebrities and influencers to sit front row and broadcast the event to their Instagram Stories. This led to the show’s Instagram handle gaining 30k followers in 24 hours, in addition to dozens of headlines about Netflix’s new fashion show. Once the finale was released, the campaign culminated with a fashion event during NY Fashion Week to celebrate the winner of the competition, Minju Kim.