I spent 6 months working directly with Jerry Lorenzo & the Fear of God team to implement processes and find operational efficiencies in their direct-to-consumer business.

I built merchandising plans and recommended allocations to maximize sell-through and total revenue during their 6th collection season. I also informed the art direction and sourced the photographer for all e-commerce product photography, which is still used to this day across main line, Essentials, and Fear of God Athletics.

My time there was during Jerry's collaborative run with Nike, which saw some of the most impactful and coveted sneaker launches run exclusively through the Fear of God e-commerce site. I worked directly with my connections at Shopify to implement the leading edge in bot fraud technology, effectively reducing bot success to 0%.

One of my favorite projects was the strategy and securing of a full spread ad within the Vogue September issue, the biggest issue of the year. We further defied expectations by choosing to use a selfie Jerry took in Paris as the entirety of the ad creative, rather than a seven-figure photo shoot. The ad generated millions of earned social media impressions and, I think, helped insert Jerry's name into the European designer conversation.