ITALIC / 2024–PRESENT
Product Strategy / Merchandising / Creative Direction / Brand Building
The Opportunity
Building on what customers already loved, with a new point of view.
THE APPROACH
Drawing from trend forecasting across fashion and interiors, I identified emerging shifts in color, pattern, and material, then translated them into a distinct point of view for Italic Home. Each concept balanced cultural relevance with what felt right for the customer.
PRODUCT + CREATIVE DEVELOPMENT
I translated each concept into a complete product world, defining the assortment, color palette, patterns, materials, and product details that brought the creative vision to life. I partnered across design, sourcing, merchandising, operations, and marketing to bring each collection from concept to launch.
BRAND + CAMPAIGN CREATIVE
Inspired by a sense of place.
I carried each collection from campaign concept through execution, directing location selection, casting, styling, props, wardrobe, and shot lists while leading global production teams remotely.
03
Provence — French romance.
04
Riviera —
Leisure, redefined.
06
Amalfi — Summer, la dolce vita.
08
Montauk — Where summer lingers.
PRODUCT EVOLUTION
Ultraplush was already one of Italic’s most established products. I expanded the assortment beyond core basics through new color and pattern, creating freshness within a proven customer favorite.
Business impact
Home Revenue YoY
Contribution Margin Expansion
AOV