Lunar Gala is Pittsburgh's largest fashion show. For the SS24 runway, it was LIMINAL: existing within the space between spaces, where one is neither this nor that.

Project Overview

Born in 1996, Lunar Gala is an annual student-run fashion show that showcases brilliant artistry in design, modeling, production, and dance performance. The show was originally inspired by the Taiwanese Student Association’s Lunar New Year tradition of wearing new clothes. Over the years, it has evolved to become the largest fashion event in Pittsburgh, a unique platform to display innovative and avant garde fashion

My Contributions

I had the chance to co-lead the Public Relations and Marketing team for Lunar Gala's 2024 show: LIMINAL. Overseeing a team of 15 in the Digital Marketing team, I led the digital presence and sponsorships for the year's program. Much of my work involved collaborating with the print team and web team to establish and promote brand guidelines, advertising, merchandise sales, and social media marketing for the event.

I. Show Day Highlights

LIMINAL featured 15 different lines to show, with over 160 students across 9 teams involved in its design and production.

Porsche model GT3 letters on seat vabric

II. Press, collaboration, and marketing

We expanded our marketing initiatives and sponsorship outreach this year to engage more locally, ultimately exceeding our ticket sales from the previous year.

We exceeded our ticket sales from last year, with over a total of one thousand attendees in-person and on our livestream. On show day, we partnered with local flower business Gidas Flowers to bring bouquets to celebrate each designer.

Community Outreach

Show Day Tickets

Lunar Gala x TONS Pop Up Sale

This year, we continued and expanded our collaboration with the TONS store in Pittsburgh, a fashion and creative boutique showcased on Forbes and Complex.com. The LG x TONS post-show sale highlighted the 15 lines at TONS on April 6th after the main show event as a way to celebrate the designers. It was a special opportunity for the public to view the garments from the show up close & purchase them.

We ran a campaign to have our show featured on various publications, magazines, and other local spaces, both to look for local and alumni designers as well as to attract attendees. In the photo example, an article was written on Lunar Gala by the lovely Melanie Kawai McGinniss at Pittsburgh Magazine, which you can read online here. We also established a Tiktok presence to expand our reach to newer students, and our short-form content generated 10,000+ views.

III. Design Artifacts + system

Print, motion, and web invitations produced by the creative team in collaboration with PR to advertise, brand, and promote the show.

Reflections

🫧 Special thanks and honors...

HUGE credit goes to everyone involved in this year's design and production. Lunar Gala is a cross-disciplinary fashion organization and we had 9 teams this year— Creative, Production, Design, Cinematography, Model, PR, Dance, Finance, and Hair/Makeup— not to mention multiple collaborators and contributors such as Style413 and TONS.

It was an honor being a part of the executive team and overseeing such a creative event that is the cumulation of a lot of hard work and passionate craft.

👁️ Looking for more?

If you want a taste of more creative development and our show preparation, view the 2024 LIMINAL website:
‍https://2024.lunargala.org