DESERT DISCO

As Gen Z ignites a country music renaissance, I saw a golden opportunity for NYLON to claim its stake in the dust. Working with our insights team, I dove deep into our audience data to find a glaring white space: Stagecoach. Our readers—women 18–34 who are 12x more likely to attend music festivals and 20x more likely to engage with Stagecoach online—were already there. But NYLON wasn’t. So, I created Desert Disco, a new tentpole moment for the brand: a bold, boot-stomping after-hours hoedown infused with NYLON’s signature edge.

I led the concept from idea to execution—dreaming up the world, building the mood board, writing the copy, and developing the sponsor packages and budget. I collaborated with our design team to bring a visual identity to life that blended desert tones with disco flair (think: glowing cacti, reds, oranges, blacks, and mirrorball sparkle). I pitched the vision across departments, helping land Coach as presenting sponsor. To bring their “Own Your Own Time” campaign to life, I ideated the Style Stables—an immersive fashion moment complete with hero products and a mechanical bull as a photo-worthy centerpiece.

I worked across internal teams, talent, PR, and external fabricators to turn the pitch into a reality—curating talent, building out the world, and making sure every detail felt both cowboy-core and NYLON-cool. The result? A packed disco rodeo that marked NYLON’s unforgettable debut at Stagecoach—and proved once again that when our readers blaze a trail, we’re right there with them, boots on.