Noonday Collection
Artisan Partner Storytelling Trip
Addis Ababa, Ethiopia
Rising on the outskirts of Addis Ababa, Entoto Mountain is home to a community of about 2,500 people affected by HIV/AIDS, many of whom were drawn by the healing waters believed to flow there. Though the mountain provides some refuge from the harsh stigma they faced in their hometowns, the members of this community—particularly women—live on less than $1 a day. Noonday Collection began partnering with these women. The women use abandoned materials like artillery shells left from former conflicts, melt them down, and then transform them into unique accessories that tell a beautiful story of redemption. Words cannot begin to explain the stories I experienced during my time spent on the mountain, in the community at the workshop but this video might help.
Much of my job was helping concept, produce and execute upon the seasonal lookbooks for Noonday which in turn drove all the marketing campaigns. We did (2) 100+page books and (2) 7-10 page books per year. I worked closely with the Sales and Merchandising Teams to ensuring each “page” had been thought strategically to capitalize on things like trends, best sellers and repeat purchases. Below you’ll find some examples of the shots and marketing materials that were created for the Ambassadors to utilize.
Justina Blakeny & Noonday
I brokered the influencer partnership with artist, designer, and author, Justina Blakeney, to create a launch campaign highlighting new product with nature that she entitled Face the Foliage
