At a time when Fashion Week was still closed-off and aspirational, Nineteenth Amendment partnered with Macy’s to make it accessible—and instantly shoppable.
Lucy led the creative direction for the first public, shoppable NYFW event, featuring four emerging designers. The idea was to collapse the gap between inspiration and purchase—turning a cultural moment into a retail one. From the Macy’s Herald Square window takeover to a New York Times placement, every touchpoint worked to pull people in and convert interest into action.
She oversaw the full experience—event production, campaign assets, and immersive visual merchandising—bringing each designer’s story to life in a way that felt both editorial and accessible.
The result: a runway that didn’t just generate attention—it drove sales. Revenue doubled in half the square footage.