Calvin Klein x New York Mag

As Lead Creative Strategist, I developed a full-funnel campaign for Calvin Klein in partnership with New York Magazine to mark the brand’s return to Soho. At the center was a reimagined NY Mag Lookbook, casting a mix of next-gen tastemakers and longtime loyalists, styled in-store and captured as they are, with intimate first quotes that bring the comeback story to life. We extended the moment into a collectible gatefold in the Best of New York issue, alongside a creator-led reel with Ru Wolle for The Cut that blends her point of view with behind-the-scenes access. To bring it into the real world, we anchored the launch with a nostalgic newsstand pop-up featuring a limited-edition postcard of CK’s 1994 cover, tying past and present together and turning the reopening into a true New York moment.