JWA Event Production with Document Journal (2025)

Commercial Sales, Creative, and Production

The collaboration was built around a custom event in New York for 500 guests (an intimate 50 person dinner and larger afterparty), alongside a timed editorial story released across print and digital platforms for the Spring/Summer 2025 issue.

Starting with a shared creative vision between JW Anderson’s narrative-forward approach and Document’s unique editorial tone. I developed a proposal that offered both visibility and cultural alignment: a large-scale event designed to draw press and tastemakers at Jean’s New York, and an editorial feature timed to amplify the brand’s key seasonal campaign including product-specific images of the Loafer Bag. I negotiated the full run of the partnership with the EIC, managed internal timelines, and liaised directly with the JW Anderson team based in London.

For the event, I oversaw venue selection, guest list strategy, and brand integration and creative desires, in particular working on set elements and music direction, which included sets by ISAbella, Gabrielle Kwarteng, and Matas.

Event Images and Text:

Editorial Images:

Photographer: Hannah Tveite
Stylist: Thistle Browne
Talent: Caitlin Soetendal
Platform: Document Journal
Additional Photo Production by Lisa Hjerpe