Meg’s 30th Anniversary
To celebrate the 30th anniversary of sustainable fashion brand Meg, I developed and executed an integrated campaign focused on celebrating the brand’s longevity, while highlighting the personal stories from long-time clients that have shaped it over the past three decades.
The one-month rollout included limited-edition I Heart Meg merchandise, a social strategy centered on founder interviews reflecting on the brand’s past three decades, and an influencer strategy that extended the campaign’s reach. These elements worked together to build anticipation and context ahead of the event.
The campaign culminated with an in-store event at the flagship store in Boerum Hill, Brooklyn, bringing together over 120 attendees for an immersive, community-driven experience.
Interactive elements included:
A Meg Memories board clients could submit photos to before the event
An in-store contest matching collections to the years they launched
A 30th-anniversary capsule collection available for pre-order
A projector displaying the past 30 years of Meg collections
20% of sales from the evening were donated to the Brigid Alliance, in line with the brand’s core pillar of philanthropy
The campaign resulted in an 8% increase in Instagram followers and generated more than $10K in revenue during the event, demonstrating how legacy storytelling and community engagement can translate into measurable impact.