Girlfriend Collective

Editorial Director

Girlfriend Collective is a revolutionary sustainable activewear brand now carried in boutiques, Nordstrom, Net-A-Porter, Whole Foods, and on their own e-commerce site.

In 2015, Girlfriend launched with a unique marketing strategy — put the entirety of the marketing budget into letting people try their leggings for just the cost of shipping and sharing about it on social media (then Facebook and Instagram).

It worked! 10,000 orders were placed that first day.

I was tasked, prior to the launch, to develop the brand voice and editorial direction for Girlfriend Collective. From 2015-2017 I built a voice that was able to demystify sustainable manufacturing (that means taking a lot of dry information and making it, if not fun, then at least interesting), connect to people, and build loyalty to a brand that continues to grow. Check out some examples below.

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The Highlights

Defined brand voice for a new sustainable apparel company across all channels
Developed naming conventions from colorways to product lines
Translated technical information into engaging multimedia content
Created and executed national media strategy with weekly placements in major national outlets
Grew organic social media to over 100k followers