In confidence mode
Entertainers, artists, and athletes. That’s who Macy’s contemporary customers were looking to for style inspiration, and Macy’s responded with the launch of a new exclusive brand. Mode of One was designed for the effortless expression of individual style, for work mode, chill mode, or any mode you’re in. I led development of a clean and contemporary brand identity, digital experience, and social-first launch campaign featuring entertainers, artists and athletes at the top of their game.
Founder of The Brooklyn Circus menswear brand Ouigi Theodore styled the campaign, and shared his take on the collection for paid social and digital media.
The launch party at Classic Car Club Manhattan brought NBA players Jalen Brunson and Josh Hart of the New York Knicks together with Atlanta-based barber VicBlends and chef Kwame Onwuachi to promote their confidence in the brand in social feeds.
The impact
The first of its kind in Macy’s private brand portfolio, Mode of One delivered incremental sales and market penetration, expanded the contemporary audience, and provided leverage to attract other contemporary brands that elevated Macy’s appeal in the category.