IMG extended an invitation to ASHYA to present its latest collection during New York Fashion Week, in the Sunken Living Room at Spring Studios. I led brand strategy and partnership development with Instagram (Meta) to build a culturally immersive, shoppable retail experience — a showroom blending an in-season collection with sculptural objects and one-of-a-kind pieces, integrated directly with Instagram Shop, alongside a multi-media live performance and a short film documenting its creation. 

The performance and film, Origins: A Tale of Anansi, explored identity through Afro-Caribbean and American heritage, honoring the oral storytelling tradition that inspired the brand’s emblem design. I managed the budget and production across the full activation — from spatial design and live performance to the film’s launch and its accompanying press and social media rollout.

W Magazine profiled the live performance and retail activation, featuring a dedicated interview with the founders on the storytelling behind the collection. 

Project Components: Brand Activation | Digital Marketing Strategy | IRL & Online Consumer Experience | Spatial Design | Production & Installation Management | Budget Management

Credits: Creative Direction & Writers  Moya Annece &  Ashley Cimone | Performance Artist  Moses Sumney & Naima Ramos-Chapman | Performance Director  Nana Yaa Asare Boadu | Filmmaker & Lighting Design  Anthony Prince Leslie | Costume Designer  Solange Franklin Reed  |  Paper Artist  Karina Sharif  |  Spatial Design  Tione Trice, Of the Cloth  |  Make-Up Artist  Mimi Quiquine  |  Wardrobe  ASHYA & Aisling Champs  |  Casting  Raven Cassell  |  Production Company  Equator Production   

Press:  W Magazine, Essence