DIA & CO

The plus landscape is ever-changing and as Dia & Co realized their need to evolve and desire to lead the space, they sought to elevate the way they came to life, developing  content worthy of their aspirations and inspiring to their audience of women sizes 10+ — the majority of American women. Working with the leadership team, I developed both the creative strategy and direction for their editorial and TV campaigns, which represented women of all shapes and sizes. In addition, I built the photography and content studio, which became the epicenter for all creative initiatives.

DIA x SWIM : CATEGORY EXPANSION

An expansion into the swim category fulfills the demand of customers’ needs—she trusts Dia to provide her with the best fit, style and quality.

By tapping into the collective excitement of brighter days to come—as well as some personal reflection we’ve all done in quarantine—“I’m ready” flips the script on what it used to mean to be ready for beach season. Imagery taps into the enjoyable moments spent in a bathing suit to reinforce a positive association with swim—upbeat, cool and confident, approachable yet aspirational, refreshing.

“Thank you for showing rolls, bellies and bodies that look like mine—front and center. All plus brands cast a size 8–12 curvy woman and call it a day. This feels badass, powerful and confident.”

-DIA CUSTOMER

THIS IS THE YEAR - CAMPAIGN + CTV

The Dia & Co customer is bombarded by “new year, new you” messaging shaming her into changing herself, so we flipped the script to create a story of self-love through a 2022 campaign, made evergreen post 1Q, with media across linear, streaming and digital channels.  I oversaw all styling, on-set art direction and casting. Its success inspired reinvestment months longer than planned — a powerful expression of Dia&Co's brand positioning and diverse, elevated and accessible style.

STYLE IS A SUPERPOWER - CAMPAIGN + CTV

Leveraging success of the prior campaign, this concept was built around the power of style, which transcends size and encourages women to find their power by making a personal style statement. Media ran across linear, streaming and digital channels.

DIA x MADEWELL :
BRAND PARTNERSHIP

Partnership to expand Madewell’s offerings into extended sizes, and introduce the beloved brand to the plus-size marketplace.

Dia & Co partnered with Madewell to take their extended size offer to the next level, accessing the robust, exclusive/inclusive plus marketplace audience, leveraging Dia's plus expertise in fit and style. I led creative and styling direction for the collaboration, balancing the Madewell's distinct aesthetic with Dia & Co’s fit and styling expertise to create editorial photography infused with style and storytelling. The Madewell team said that we captured their style for this audience better than they were able to do on their own; the initial collection sold out in record time.

SEASONAL EDITORIAL CAMPAIGNS

I led the editorial campaigns, infusing a fresh fashion-forward sensibility to Dia & Co’s aesthetic, moving inclusive fashion forward. Through pushing the envelope on styling and introducing fresh talent to the site, the imagery marked a new, elevated tone for the plus-size marketplace, helping to pave the way toward the acquisition of luxury brand 11 Honore.