MUGLER H&M
#MuglerHM
As Creative Lead for social media, I conceptualized and executed the TikTok and Instagram strategy for the Mugler x H&M launch, creating high-impact content that helped turn the campaign into a global social moment.
Developed a platform-specific content plan that aligned with Mugler’s edgy, fashion-forward identity and resonated with H&M’s diverse, trend-aware audience.
Led real-time content production during the launch event in New York to ensure every moment was captured and optimized for social, from runway clips to behind-the-scenes footage.
Collaborated with a curated mix of influencers and talent to extend the campaign’s reach and add cultural credibility to the content.
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TIKTOK
On TikTok we wanted to be personal and intimate, showing different perspectives from talents, backstage and the performances.
INSTAGRAM
On Instagram the audience could follow the event on stories throughout the night. In feed the audience could follow talents and models behind the scenes, view red carpet interactions and other big moments.
Models BTS
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Redcarpet host, Alex Consani, friend of both brands.
Delivered a wave of buzz and engagement across both TikTok and Instagram, with content tailored to fuel shares, saves, and conversation.
The campaign received significant media coverage and social traction — contributing directly to the visibility and success of the launch.
Helped position H&M’s designer collaboration with Mugler as a standout cultural and commercial moment in 2023.