Mirror Palais: Spec Campaign
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Mirror Palais: Love Letters From New York
Spec Marketing Campaign
Mirror Palais is a New York-based fashion label known for its nostalgic, romantic aesthetic and cult following among celebrities and "it girls." This spec campaign was built around a key opportunity: the brand has a recognizable look, but hasn't yet turned its customers into an active community.
The concept, "Love Letters From New York," reframes Mirror Palais as a lifestyle rather than just a clothing line. The strategy included:
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An influencer roster of four aligned creators, each mapped to audience, aesthetic, and brand fit
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A social content plan built around relatable, aspirational "day in my life" storytelling
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An experiential activation — a Love Letters pop-up featuring a flower cart, a guest-written love letter wall, and a printed Mirror Palais city guide
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Defined success metrics across community growth, engagement, UGC submissions, and brand awareness
NIIHAI: Brand Dossier & Trend Analysis
Digital Studio & Branding, Parsons
A brand analysis project examining NIIHAI, an emerging direct-to-consumer fashion label, to identify how current cultural trends could strengthen its positioning. The project broke down NIIHAI's existing brand identity — typography, tone of voice ("intimate, flirty, ironic") — then paired that analysis with primary research: a first-person photo journal from New York Fashion Week capturing how indie, founder-led labels actually show up and get discovered in real time.
The dossier connects three trends directly back to NIIHAI's brand equity: the rise of archive and resale culture, the growing consumer preference for small founder-led labels over major houses, and NIIHAI's tone-of-voice alignment with the irreverent energy of indie NYFW presentations.