No tween brand? No problem.

The ask? Create a tween brand from thin air to recapture the 9-14 age range. Curating collections is my favorite pastime! Leaning into trend, I highlighted our most-relevant styles from Carter’s and OshKosh, plotting out 2+ years worth of content, planning photoshoots, laying out each weekly story. I had fun with the brand voice, tapping into my niece and nephew. On location, I worked with a super tight team, jumping in as stylist and officially as art director. This project was scrappy, but infinitely rewarding on a personal level.