Rent the Runway: Sustainability Strategy

While working at Rent the Runway, I realized one simple truth: renting is good for the environment.

Armed with this knowledge, I proposed, brainstormed and launched a sustainability strategy that has since become a cornerstone to our business and brand.

I continue to oversee our mass sustainability strategy and run annual Earth Month campaigns. Here’s a look at our most recent…

2018 Campaign

We woke up women everywhere to the environmental crisis in their closets. Thanks, fast fashion.

The campaign came to life across Rent the Runway properties as well as a pretty notable OOH activation—we brandished “Please Rent” sidewalk graffiti outside fast-fashion retailers like H&M, Zara and TopShop. The message was simple: Please Rent.

The sidewalk graffiti linked to Pleaserent.org where women could learn how many resources they were wearing and educate themselves on how to get dressed more sustainably.

Why This Matters: The UN just called fast-fashion a social and environmental crisis. The future (seriously) depends on a more sustainable model for fashion.

What I Did: Project Management, Brand Strategy, Content Strategy

in-Feed Insta Post

“Please Rent” Sidewalk Graffiti Outside Fast-Fashion Stores

Sidewalk Graffiti linked to Pleaserent.org

Instagram Community Posts

Printed Collateral: Front

Printed Collateral: Back

In-Feed Insta Post

Retail Windows with 82 Pounds of Clothing (How Much the Average Woman Throws Out in One Year)

Rent the Runway’s Sustainability Landing Page

Rent the Runway

How do you convince women to rent the clothes they wear every day? You make them believe they are a part of something bigger: a revolution. A movement on behalf of women everywhere to take back their closets—and their lives.

How? Three little words: Buy less stuff. Because buying less opens to the doors to owning so much more.

Why This Matters: Today's start-up world is rife with disruption. Why we disrupt is just as important as what we disrupt.

What I Did: Brand strategy, Content Strategy, Campaign Strategy

Homepage

What Will You Do With Your Closet When You Rent The Runway?

Commercial

In-Feed Insta Post

Swag

Marriott ADERO Scottsdale

Marriott acquired ADERO Scottsdale and came looking for a whole new look. A sexy image that would match the brand’s new construction—and resonate with travelers in the midst of the COVID pandemic.

Why This Matters: COVID has upended the luxury travel industry. It’s up to brands to be able to cater to travelers new needs and concerns, while maintaining their brand integrity. For ADERO, we emphasized a sense of space, openness and nature to communicate luxury and safety simultaneously.

What I Did: Brand Strategy, Naming, Website Copy, Tagline Development, Ad Campaign, Paid Ads, Printed Collateral

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Athletic Greens

The supplement industry is a shady space. Hazy science. Scary ingredient sourcing. The sneaky allure of fast fixes.

Enter: AG1. A disruptive daily drink built with the highest quality standards. We’re raising the bar—formulating a product from the highest quality ingredients, in accordance with the strictest standards, and obsessively improved by the latest research. It’s about time the supplement industry cleaned up its act.

What I Did: Brand strategy, Content Strategy, Tagline Development, Copywriting, Research

What This Matters: People deserve to feel good. Plain and simple.

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For the Ladies

Although this campaign never came to life, I'm so proud to share an idea that would have inspired women everywhere. For International Women's Day, I pitched to shut down RTR in solidarity with the #ImagineAWorldWithoutWomen movement. Here, you'll see the 360 blackout.

Why This Matters: Today, brands need to stand for something.

What I Did: Campaign Strategy, Content Strategy, Creative Strategy

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Dolce & Gabbana

How do you bring an old-world brand to life online? It simple: Powerful imagery.

Working with Dolce & Gabbana, I translated the Spring 2016 collection into a curated trend report that transported the client through the brand's rich history, signature pieces, and latest runway show. Enjoy the complete online experience here.

Why This Matters: More and more heritage brands are moving into the online space. Rich storytelling is what convinces them to make the jump.

What I Did: Editorial Strategy, Content Strategy, Brand Curation

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Moda Operandi Relaunch

April 2015 saw the rebirth of the Moda Operandi website. The online platform transformed from an e-commerce relic into an editorial-meets-shopping unicorn. Yes, unicorn. It was the first of its kind.

As the content lead handling the relaunch, I was responsible for every single bit of copy (no matter how minuscule), from the press outreach to the 'About Us' section, even the UX copy on the checkout pages.

My approach? Making every visitor feel like she was transported to a fantasy world where she is spoiled by choice. Because when you feel rich, you shop rich. True story.

Here you'll find several assets, but to experience the full project: visit ModaOperandi.com.

Why This Matters: We all need a facelift from time to time.

What I Did: Content Strategy, Brand Strategy, UX Copy

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Letters from the Editor

Moda Operandi kicked off each fashion season with a letter from Lauren Santo Domingo. As the ghost writer, it was my responsibility to generate excitement about the new season and inspire our clients to shop the very first collection that lands on our website.

Why This Matters: In today's 100% Transparent land of commerce, there's always emails or letters from founders. Or in your case: me.

What I Did: Interviewing, Writing, Editing

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The Moda Operandi App

The aim of this project was to launch the Moda Operandi app. Translation: Convince women to purchase $5,000 dresses with one swipe. Puzzling, right?

Well, we figured if people are willing to meet life partners with one swipe, a dress shouldn’t be a problem. So we modeled the whole thing off of Tinder. Guess what? It was a roaring success. Or, in my words: Love at first swipe.

Why This Matters: We're living in a mobile-first world, peeps.

What I Did: Content Strategy, Brand Strategy, UX Copy

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Rue La La

Crafting copy for Rue La La was as fun as it reads. From cheeky Rueisms to quirky boutique previews, I hope you find these words as wildly entertaining as I do.

Why This Matters: Voice is everything. Costumers look to brands for human-touch in today's digital world. Words need to take on the personality of a caring personal shopper or trusted friend.

What I Did: Copywriting

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Fashion & Style Blogs

Here you'll find conversational pieces from Daily Candy (RIP) and Bostonista, the style blog of Boston Magazine.

What I Did: Research, Pitch, Write, Edit, Publish

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Fashion Editorial

Every fashion week, the Moda Operandi woman takes her front row seat and ventures behind the scenes thanks to highly editorialized email content that captures the theatrics of the runway. From the 'Names to Know' to the 'Top Five from the Front Row,' each feature is a point of discovery and knowledge for the discering client who shops straight from the runway.

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Fashion Copy

The runway to the real way: the season's top trends, translated into shoppable content.