Founded in 1998 by music icon Sean “Diddy” Combs, Sean John quickly became a cultural force that took the fashion world by storm, bridging the gap between menswear and streetwear. In 2019, we brought the 20 year old brand to the next level, creating its first DTC website. Our goal was to create a site that not only served as an ecommerce shop, but a cultural hub with original, engaging and immersive content with maximum shop-ability.

From the initial content strategy and editorial direction to site copy and email concepting, I was involved in every aspect of the launch of seanjohn.com. Embodying the fashiontainment ethos of Sean John, the site honors the brand’s storied past while driving the narrative forward with fresh features and unique storytelling. A place where the intersection of culture, music, art, activism, entrepreneurship and style come together as seen through an authentic Sean John lens.

Recent work includes concepting and shaping editorial to support the Sean John Presents initiative launched during Black History Month in February 2021 to celebrate Black Art. Content was driven by the SS21 campaign shot at the Hammond House Museum in Atlanta against a backdrop of directional black art. Throughout the spring season, content was rolled out across all channels supporting different artists seen in the Hammond House exhibition. Another component of the Sean John Presents was a series of design collaborations with up + coming black artists supported by editorial content.