wardrobe

VP of Brand and Marketing

Making luxury fashion accessible to everyone, everywhere, at any time.

Wardrobe quickly became a favorite source of swag for fashionistas and content creators, and a circular fashion platform where people could rent and lend their favorite pieces through rental hubs inside select dry cleaners.

As VP of Brand and Marketing, I developed the brand identity: irreverent, savvy, taste-driven, and deliberately mixing lo-fi with high-end. The brand lived somewhere between luxury fashion, neighborhood infrastructure, and editor's closet.

The tagline was simply: Gucci Gucci Gucci Gucci Wardrobe. A nod to the collective obsession with Gucci circa 2021, and the possibility of wearing it all without owning any of it.

Use the app to borrow, wear, return, and start again.

The launch strategy was proof of originality and scrappiness: we took the inventory and made it available from any corner of New York through an OOH campaign. 
 

logo drawn by Margot Levesque
videos by Riot.nyc