Oh, hello, fancy running into you here.
My name’s Leah. I’m a full-time human, writer, and florist in Brooklyn, New York.
Passions include: big ideas, tiny details, and really, really good olive oil.
1. Rhone Apparel
Senior Writer & Creative Strategist
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CONCEPT TO CLOSET
There’s a lot of copy that goes into that shirt you just bought. Here’s what I handle:
Seasonal strategy: Collaborate with leadership to set the season's direction, translating sales goals, market trends, and brand positioning into language that inspires the brand.
Sketch review: As designers sketch, I help shape the theme and narrative that will tie the season together.
Naming: I lead the naming, every color (168 and counting), product, and collection, and help land Marketing and Merchandising teams on one season theme.
Line review: As leadership decides what gets made, I build the case for why each product exists so teams like Retail, Wholesale, and eCommerce can sell it with confidence.
Production: While product is being finalized, I build the copy that carries into the world: lookbook, website, email, paid and organic social, SEO, in-store signage, product knowledge decks, and more.
Launch: I work with Merchandising and Marketing to keep the story aligned with why the product was made, adjusting as we see how customers respond.
Path to purchase: I write the copy customers touch throughout their journey, from conquesting across platforms to post-purchase automations.
Then it starts again: This process runs every season, and seasons overlap. I'm usually carrying two or three at once.
BUSINESS AS USUAL
Launches:
2,000+ new styles
1,400+ paid social ads
690+ brand emails
SEO & AEO overhaul
Launched Rhone Women, half the business
Launched reRhone, reselling platform
Launched Rhone Reserve, members-only
NBA & LPGA partnerships
Spotted in: Vogue, New York Times (4x), Call Her Daddy, Huberman Lab, various billboards across the United States, and screens worldwide.
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A LOVE LETTER TO NYC
When one of Rhone's models landed the heartthrob role of JFK on a hit Hulu show, it kicked off a wave of interest and 90s nostalgia across New York. We turned that borrowed spotlight into something ownable: a love letter to NYC, home to our first storefront nearly ten years ago, landing just in time for Fall 2026.
SUMMER'S AT PLAY
Knicks fever and World Cup mania were impossible to ignore, so we rode the wave without chasing either one (for legal reasons). Instead, we leaned all the way into an authentic East Coast summer, right down to a Jitney wrap on that sweet Manhattan-to-Hamptons chariot.
ENGINEERED FOR ALL OF IT
Believe it or not, Rhone was one of the original pioneers of the performance apparel space, and a decade later, the competitors are still creeping in. This campaign is a reminder, loud and clear, that we own the Commuter® name and the work-to-everywhere framing that came with it.
12 PURSUITS BY RHONE
Rolled out a year-long content program built around whole-person progress, with each month tied to its own Mental Fitness focus. It's all brand heart and almost no product, a reminder that Rhone supports how you live, not just what you buy.
RERHONE
Launched reRhone, Rhone's official resale platform, to put our durability promises through the ultimate test. It's proof that quality clothing deserves to stay in circulation, and that secondhand can feel every bit as aspirational as new.
For the numbers enthusiasts, we've seen 150%+ increase in traffic month-over-month, 60% of gift cards are used on mainline within 3 months of issuance, 32% of resale buyers are new to Rhone.
2. Dropout - Superfan
Helped shape Dropout's Superfan tier from the ground up: naming, tone, concept, marketing collateral, and being a general delight on Zoom calls. The real trick was making an optional way to pay more feel like a genuine fan club for an intelligent, tapped in, and totally hilarious audience.
3. Decoded Advertising
Post-pandemic, getting people back in the office was a hard sell, so my friend Kayla and I championed the smallest, dumbest thing we could find: the "ambient" setting on the office water machine, a button nobody understood and everybody joked about. We turned it into a running bit that gave people a reason to laugh together (in person!) again. Proof that morale gets built in small moments, like someone finally noticing the weird water button.
4. SWURL - Co-Creator
Co-founded with two pals, out of passion and pandemic boredom, then single-handedly built the brand's tone, best practices, and digital strategy, and served as primary contact and copyeditor for every piece of content. I now know nine sommeliers and still buy wine based on label design.
5. Undermind
Copyedited the magazine and event collateral for this artist collective, and wrote features based on interviews with names like Public Records and BASEMENT. The voice stayed gracious to the scene, curious about what's around the corner, and community-minded above all.
Honorable Mentions:
