Jason Wu
Elevating Brand Positioning Through Collaboration
The Project
In 2022, AllModern partnered with renowned fashion designer Jason Wu to launch an exclusive collection of rugs, pillows, and throws. The goal: elevate AllModern’s brand perception by blending Wu’s couture-inspired design principles with AllModern’s clean, modern aesthetic. The challenge was twofold—translate a fashion-forward vision into functional home products and introduce a new audience to AllModern through a high-profile collaboration.
The Impact
The collection positioned AllModern as a serious player in the design-forward home space. It captured attention from both the design and fashion industries, generating press coverage in outlets like WWD and driving interest from a more aspirational customer segment. The collaboration expanded brand visibility, reinforced AllModern’s commitment to modern luxury, and showcased the brand’s ability to compete at a higher level of design credibility.
My Role
I led the campaign voice and messaging strategy, ensuring Jason Wu’s perspective was reflected across all brand touchpoints—from campaign creative to product pages and editorial features. I conducted an exclusive interview with Wu to translate his vision into a cohesive narrative and developed the naming strategy for the full collection, balancing brand alignment with design integrity. My work helped unify the launch and create an elevated, compelling identity that bridged the worlds of fashion and home.
