Gucci Aria at The Webster
A 100th-anniversary campaign built around the idea of a fashion birthday
At The Webster, Ali led an integrated campaign celebrating Gucci’s 100th anniversary and the launch of the Aria collection. The campaign connected a large-scale retail installation, original editorial, clienteling and digital marketing across key stores and channels.
An unapologetic fashion birthday
The creative idea treated the anniversary as an unapologetic fashion birthday. At its center was a large-scale cake installation inspired by Marilyn Monroe’s “Happy Birthday” performance, with mannequins styled in key pieces from the Aria collection.
L’après-fête
Ali worked with the creative team on “L’après-fête,” an editorial story imagining the aftermath of an exclusive celebration. The concept extended the birthday narrative beyond the store and gave the collection a distinct visual story across digital channels.
Carried into three cities
The campaign was carried into South Beach, Los Angeles and New York through dedicated client invitations and coordinated outreach developed with retail directors and the CRM team.
The idea, the pitch, the funding, the rollout
Ali developed the original campaign idea, pitched it to Gucci and secured co-op funding. She then worked across creative, visual merchandising, retail, CRM and external production partners to bring the campaign to life.
