In confidence mode
Macy’s contemporary customers were looking to entertainers, artists and athletes for style inspiration, and to Macy’s for an affordable way to express their individuality. Enter Mode of One, a brand designed to unlock confidence in any situation. I led development of the brand identity and advertising, the digital experience, and a social-first launch campaign that built credibility and confidence through the power of celebrity and influencer talent.
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 Mode of One brand filled a gap in Macy’s private label portfolio for contemporary customers, and the social-first launch campaign led to incremental sales and market penetration.