Joie Sunday Girl
Mother’s Day Feature
For The Collected Group’s collection of womenswear brands; Joie, Current/Elliott, and Equipment, I was responsible for supporting and producing brand campaigns – including Joie’s monthly Sunday Girl features. Sunday Girl highlights leading women who embody the creative essence of the brand through their work and passion. Each month, I organized production of on-location photoshoots, sample coordination, and created Q&A copy and content that was utilized across email, social, website, and in-store collateral.
For Mother’s Day 2016 and in partnership with Joie’s VP of Design, Rachel Wilder-Hill, this campaign featured ten amazing, working mothers, from designers to entrepreneurs, Los Angeles to New York. This campaign launched nationally on May 8, 2016 across Joie’s e-commerce website as well as our 14 national retail locations with featured merchandise. In addition, I partnered with one of our Sunday Girl’s and accomplished illustrator, Martha Napier for an acquisition campaign to give one winner the chance to receive a custom illustration by Martha and a shopping spree from Joie, valued over $1,000+, earning over 3,000 entries. This campaign was the first Sunday Girl feature to highlight more than one individual and became our most impactful seasonal brand campaigns.
About Joie
Since its inception in 2001, Joie has been one of the most sought-after contemporary brands catering to the fashion-minded woman.
Understatedly chic, Joie represents accessible luxury and effortless style for the modern woman. Originally known for its romantic silk blouses and coastal inspirations and aesthetic, Joie has emerged as a lifestyle brand, complete with both a collection of ready-to-wear designs and accessories.
The Joie aesthetic, both modern and timeless in its appeal, draws its influence from the carefree feminine spirit and artisanal vintage creations while successfully maintaining a fresh approach to fashion. The concept has always been “Effortless, Easeful and Luxurious,” therefore each piece that is designed encompasses a balance of these three key elements…one cannot exist without the others.
In partnership with
April Uchitel (Chief Brand Officer, Spring)
Martha Napier (Founder, Marnani Design Studio)
Caroline Huang Maguire (Fashion Director, Shopbop)
Barrett Prendergast (Owner, Valleybrink Road)
Jessica Gersten (Founder, Jessica Gersten Interiors)
Violet Gaynor (Co-Founder and Editorial Director, The Glow)
Stephanie White (Owner, Odylyne the Ceremony)
Samantha Wennerstrom (Founder, Could I Have That)
Kirsten Grove (Founder, Simply Grove)
Rachel Blumenthal (Founder, Cricket’s Circle)
