As my first major project on the Adidas team at M&C Saatchi, we created Hailey Bieber Presents Falcon. Aiming to make fashion week accessible and relevant for the JD Sports shopper. This catwalk show took inspiration from ‘90s girl power to launch the Falcon, a new trainer inspired by ‘90s culture. The event democratized fashion week via live-streaming, casting JD ambassadors to walk in the show and giving competition winners a moment with Hailey Bieber, the face of the campaign. 

My role was leading on models - model casting (including big names like Winnie Harlow and Leomie Anderson), HMUA booking and show-running on the day.