Fashion Week Microsite
Network
Lifetime
Role
Creative Director
Agency
Sunshine
The challenge: How do we give our audience a view of New York Fashion Week that they have never seen before?
The solution: Tell the stories of the women behind the scenes, giving them a platform to share their experiences and connect with viewers around the world.
Photographer Christelle de Castro shot intimate portraits of each woman. Her work was then displayed in a large exhibition at MILK gallery for a NY Fashion Week event, on the Behind the Seams microsite, and across all network platforms.
I worked with vendors and in-house teams to cut interview footage with each woman into over 100 assets for on-air, social, digital, and short-form content. Working with the agency Sunshine, we created a custom graphics package for Behind The Seams that laddered up to Lifetime’s brand identity.
I worked with the web team to develop the microsite, ensuring the video assets and playlists were executed correctly and branding on the site was correct and cohesive.
No behind-the-scenes experience would be complete without a few fashion shows! First, I took a small crew to the Hearst offices to interview the Elle magazine Editor-in-Chief, Nina Garcia, the Marie Claire magazine Editor-in-Chief, Anne Fulenwider, and the Cosmo and Teen Vogue Fashion Director, Aya Kanai. They took us into the fashion closets, trends, and racks and gave us a sneak peek of what it takes for the industry to prepare for the week ahead.
Then we jumped over to the studio of Zac Posen for an interview and tour of his busy workshop in action. Soon it was time for the crew and I to head to the fashion shows. We hit up Zac Posen’s opening, the Marchesa runway show, and other NY Fashion Week shows and events to grab interviews and behind-the-scenes content for our platforms.
