InStyle 25th Anniversary
Client
InStyle, 2019
Brief
InStyle needed a BIG idea to celebrate the 25th Anniversary. This was important to drive revenue for the September issue.
The initial program was an in-book portfolio featuring the 25 most iconic red carpet dresses from the past 25 years, modeled by iconic supermodels. I proposed the idea to add an exhibition component to the program to be on display during the annual InStyle Awards in early October at The Getty Center in Los Angeles.
My responsibilities: Collaborated on the concept with photographer Sebastian Faena and stylist Julia Von Boehm. Art directed on set, edited film, made retouching notes, color correction, and designed print layout. Oversaw the design of the digital hub build. I was involved in dress selection, casting and oversaw the procurement and storage of the dresses. Worked with event designer Mitie Tucker to create an eye-catching display of the dresses that would also be within our budget. I was the single force that pushed this project to be fully realized and jumped on and solved any obstacles.
results
$800K in sponsorship fees (Maybelline, Kate Spade, Secret)
$2M in revenue
The September Anniversary Issue
had the highest revenue in 2019 at $7.5MNewsstand sale of 250k (outselling Vogue)
6B Press Impressions
