Backstage · Fashion Week
Global Director of Digital Content and Artistry. Four fashion capitals, six seasons of M·A·C TV.
Backstage · Fashion Week
Fashion Week is the most photographed moment in beauty, and the most contested. The brief: make M·A·C the definitive backstage voice across four capitals.
Bi-annual, fast, and native to a platform that did not wait for a press release.
I directed digital content and artistry across New York, London, Milan, and Paris. M·A·C TV became the best-in-class IGTV channel for the beauty category.
Each season produced a 250-page trend book that turned the runway into a product and content roadmap for the year.
The backstage program seeded Powder Kiss. The launch booked $200M in revenue inside two months and ran in Times Square.
A $20K content investment that paid for the category.
A $20K backstage program became a $200M launch.