LIMINAL is Lunar Gala's SS24 runway concept – existing within the space between spaces, where one is neither this nor that.
- Timeline
- 6 months, Jan – Jun 2024 (Spring/Summer)
- Areas
- Digital Marketing, Event Sponsorships, Social Media Management, Visual Identity
- Team
- Marketing & PR Co-Heads: Lillian Hao, Angela Huang
- Tools
- Figma, InDesign, Procreate, YouTube, Instagram, Facebook, TikTok, LinkedIn, Slack
- MARKETING
- DIGITAL
- WEB
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.
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.
Lunar Gala x TONS Pop Up Sale We continued our collaboration with TONS, a local fashion and creative boutique recognized by Forbes and Complex. The LG x TONS post-show sale gave the public a chance to view garments up close and purchase pieces from the 15 featured lines after the runway. This extended the show beyond one night and created a second touchpoint for designers, attendees, and the local fashion community.
Show Day Tickets 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 We expanded local outreach to connect the show with Pittsburgh's creative community. Highlights included local press coverage at Pittsburgh Magazine, which you can read online here, designer and alumni promotion, show-day flower collaboration with Gidas Flowers, and more community partnerships. 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 culmination 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.