The Work

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The Work 〰️ 

RUE LA LA

Editorial Campaigns, Brand Voice, & Partnerships

Led editorial and campaign copy across fashion, travel, and lifestyle verticals for Rue La La, a members-only shopping platform. Developed and upheld brand voice and cross-channel messaging, partnering with merchandising and business stakeholders to bring daily “boutiques” to life.

Scope

  • Editorial campaign development across site and email

  • High-impact headlines and promotional messaging

  • Brand voice refinement across content and campaign touchpoints

  • Copy for branded partnerships with leading fashion, travel, and lifestyle brands

Approach

Blended an editorial lens with a performance-driven mindset—crafting messaging that feels elevated and curated while still driving urgency and action. Focused on creating cohesive narratives across touchpoints, ensuring each campaign felt intentional, on-brand, and conversion-oriented.

Selected Work

  • Editorial campaigns highlighting seasonal trends and curated assortments

  • Headline systems designed to drive engagement and click-through

  • Branded lifestyle partnership campaign

Impact

Supported member acquisition, engagement, and retention through cohesive, high-performing copy, overseeing messaging across touchpoints to ensure clarity, consistency, and conversion at every stage of the customer journey.

Homepage Headlines

A series of high-impact homepage headlines developed to anchor the day’s featured luxury boutique—balancing editorial tone with brand voice and personality.

Editorial Site Takeover

An editorial site takeover built around a “What’s Your Style ID?” concept, designed to engage users through playful self-identification and curated product storytelling—bringing personality, discovery, and interaction to the shopping experience.

Branded Site Takeover: Norwegian Cruise Line

A branded editorial site takeover developed in partnership with Norwegian Cruise Line, translating a travel experience into a fashion-first narrative. Navigated the creative challenge of working within a cruise brand by curating a cohesive, aspirational world—blending destination storytelling, style guidance, and product discovery into a seamless, shoppable experience.