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ASTR the Label: Influencer Edits
Project type
Creator-Driven Brand Storytelling
Date
September 2024 – September 2025
Key Responsibilities
Concept development for Influencer Edits format
Creator selection and partnership strategy
Campaign storytelling and creative direction
Event concepting and execution
Influencer gifting and network seeding
Content approvals and brand alignment
Press and media amplification strategy
Cross-functional leadership across creative, PR, social, and events
To deepen credibility and cultural relevance, I introduced creator-curated edits at ASTR the Label, positioning trusted voices as tastemakers through curated product selections, storytelling, and community-driven experiences. The concept extended beyond content into in-person events, allowing ASTR to engage creators’ broader networks and introduce the brand through both digital and real-world touchpoints.
The first edit launched with Danielle Carolan during New York Fashion Week in September 2024, spotlighting ASTR’s Office Looks through a “desk to drinks” lens and featuring fellow creators styled for work and beyond. The campaign generated 1.72 million social impressions and 67.4 million media impressions.
A longer-term collaboration followed with styling duo Danielle and Alix, spanning two events in Los Angeles in March 2025 and New York in September 2025 to support Spring and Fall collections. The March event generated approximately 6 million social impressions and 1 billion media impressions, while the September activation delivered 10.4 million social impressions and 18.9 million media impressions.
