Design Catalog + Initial Meeting

In December, I received a catalog full of different design options for the cases. The catalog featured 29 designs, ranging from solid colors to animal-print options. We met in early January for our first meeting, where we went over each case in real time with the founder, Pia Mance. This meeting helped to see more of the little details that you could easily miss on paper, like the gloss and shine of the cases and all the different textures. We also discussed the logo placement. All of us were fans of an embossed logo that would be centered on the case. I personally felt like this little design choice elevated the cases so much, since previously the Apple logo cutout sat here, and now it was the perfect space for the Heaven logo. After this meeting, we individually rated the cases out of 5 stars and came up with some case names on our own.

Moodboarding

Before the first call, I was already a HUGE fan of the zebra print case. I felt like this design is a classic, but it’s often overlooked (when compared to cheetah/leopard prints), and I had a gut feeling that 2026 was going to be a big year for zebra print on accessories. I had already seen an influx of zebra print on accessories like heels and purses, so a laptop case with this print felt like a great move. I also love how zebra print is styled with silver, and given that Heaven Mayhem is an accessories brand, I felt like they could easily style this case to elevate basic outfits/capsule wardrobes, which is the ultimate goal. I was also drawn to a campaign that channeled the 90s minimalist, timeless feel — where luxury felt quiet, yet intentional, and style was refined. Taking this case and idea as inspiration, I created a moodboard and wrote a few content notes to share with the girls on the first call:

The Final Selection

After a review of our catalogs and individual notes, we had our final four cases, and after voting as a group, we officially named each case. This was another pinch-me moment because my name option for the burgundy case, Merlot, was chosen. Merlot was already one of my initial favorites, so this was SO exciting to see. Also, can we acknowledge how gorgeous these cases look beside one another?!

Campaign Ideation

After finalizing the cases and the names, it was time for the campaign planning — my favorite part!!

Before the campaign meeting, I gathered more inspiration to share with the girls. I have always been inspired by The Devil Wears Prada and have always loved the scene with Andy where there are subtle outfit transformations while “Vogue” by Madonna plays in the background. I truly think this montage is everything; it’s forever ingrained in my brain. Given that the main inspiration behind these cases was to feel like an extension of your outfit/personal style, I thought incorporating an element of this film would be such a fun way to show street style with these cases. The laptop cases were set to launch in April, and The Devil Wears Prada 2 was set to release in May, so this felt like a “timing is everything” moment.

some details from the campaign ideation meeting:

Giving The Cases An Identity

We also discussed personalizing the cases, with every case representing a different city and the women who embody these cities:

Merlot (burgundy case) - Paris

Jude (navy blue case) - New York

Sable (zebra case) - LA

Amaro (leopard case) - Milan

With Pia traveling for fashion week, content was created starting in New York. Two shoot locations in New York were discussed: WSA and The Atelier. Along with these locations, we planned to shoot the cases in everyday settings: elevators/the office, walking down the street with the case styled like a bag, working in restaurants, and coffee shops, etc. We wanted the cases to feel like a true accessory and be part of your everyday routine, and wanted the campaign images to reflect that. Content was also shot organically in Paris and Milan while Pia was there for PFW and MFW. The last location for content was LA, where Heaven HQ is based.

Because these laptop cases reflect different cities, another element we wanted to incorporate for launch was city guides. This really gave each case more of an identity and felt like a sweet nod to the character of each city. See the city guides below and on their Instagram:

Teasers were also a big part of planning. Teaser stickers were left around New York saying, “Don’t be naked at the office, we’ve got you.” And, over the course of 6 months, Pia has teased each case on Instagram and TikTok.

The Office Essentials Collection

A month before launch, we discussed the social rollout and additional launches of eyewear, phone cases, and stationery. If you’re a fan of the Merlot case, good news — you can also get a matching phone case, journal, and Vesper eyewear in the same beautiful dark rouge!!!

As launch day approached, we landed on the name The Office Essentials Collection, and that’s when everything started to feel real!!

Launch Day!!!

The collection officially dropped on Thursday, April 23!!! I’ll attach some content that was posted, but if you want to see all the campaign photos and the descriptions of each case/city guides, everything is live on their Instagram. They also posted a blog about the personality behind each case that you can read here. Keep an eye out for their TikTok for some more content as well. It’s always fun reading the comments to see what cases are drawing the most attention, and it’s refreshing to see how many people already love this collection just as much as we do. So incredibly proud of this collection and so grateful to have made this vision a reality with the coolest group of girls.

I hope you enjoyed reading about some of the BTS process and seeing all the fun little details that went into planning this dreamy collection. It was so incredibly special being part of this drop and working alongside so many creative minds. Special thanks to Pia, Annika, and all the girls at Heaven HQ for hosting such a special experience, and of course, all the other talented ladies I met along the way. I’m forever grateful <3 You can shop the full collection now on heavenmayhem.com. Grab a laptop case, a phone case, and eyewear to match! Happy shopping, and if you get something, DM or tag me on Instagram. I’d love to see what you got!

love, ashleigh

When the first images of Love Story circulated last year, much of the conversation gravitated towards Sarah Pidgeon's styling, focusing on details from her hair color to the sensibility of her wardrobe. The hair didn’t capture Carolyn Bessette’s signature lived-in, wavy, dimensional blonde, and the wardrobe felt removed from the quality and timeless nature of the 90s. It felt like an interpretation rather than a full immersion, making it harder to fully step into the world of the story. Because Love Story is grounded in real people and moments, these details felt especially important to address.

The enduring appeal of 90s minimalism lies in its restraint, in the ability to say more with less, and the ability to let the quality and silhouette of the pieces speak for themselves. Nothing about CBK felt like embodying a persona; she wasn’t chasing trends, she was simply dressing for the times and had a strong sense of self. In a world surrounded by uniformity, we find ourselves drawn time and time again to people who show up as themselves. To bring that sense of authenticity into focus, it was apparent that there needed to be a more layered approach to bring these looks to life, something beyond styling alone. This led the costume team to reach out to vintage sourcers who could track down original pieces from the 90s that once defined CBK’s wardrobe. Pieces capable of transporting the viewer to the exact time and place: New York in the 90s.

One of the talented sourcers behind this process is Gianna Corvino, founder of The NY Archive. In our conversation, Gianna discusses her vintage brand, the process and challenges of sourcing shoes for the show, and her perspective on the enduring appeal of 90s minimalism and CBK.

In Conversation with Gianna, Founder of The NY Archive:

Hi! Thank you so much for being part of this piece. I’m so excited to share more about your incredible brand, The NY Archive. Can you start by telling us a little about yourself and the inspiration behind the brand?

I’m Gianna Corvino, founder of The NY Archive. The brand was really inspired by my mom, who was the original fashion icon in my life. She was the first person who showed me that getting dressed could be expressive, emotional, and deeply personal.

I was born and raised in New York City, and what feels especially full-circle is that my showroom today is still based in my childhood bedroom. The same place where I used to play dress-up as a kid has now become the home of my business. In many ways, The NY Archive grew directly out of that feeling.

I created the brand because I wanted to preserve a sense of individuality and nostalgia in a time when fashion can feel very fast and very uniform. I wanted to create a space where women could reconnect with personal style and find pieces that feel unique, memorable, and truly their own. To me, vintage has always been about more than clothing — it’s about confidence, storytelling, and self-expression.

How did the opportunity to source pieces for Ryan Murphy’s Love Story first come about?

The vintage industry is actually such a small world, and one of my favorite things about it is how much camaraderie exists within it. At the time, I had been doing quite a few vintage shows around New York and had become somewhat known as “the shoe girl,” which is very much my niche.

From what I understood, the costume team was working hard to track down some of Carolyn’s original pieces, and because there was already so much public conversation around the specificity of her wardrobe, they began reaching out to vintage sellers with very particular specialties. In my case, that was designer shoes.

One day, I got a cold call from the costume team through a mutual contact asking if I’d be willing to help source for the show. It was one of those surreal moments where my love of fashion history, archival footwear, and such an iconic cultural reference point all came together at once.

Were there any specific designers, styles, or references the team requested or shared?

Yes — they were incredibly specific, which honestly made the process even more exciting. They sent me reference photos of Carolyn herself — paparazzi shots, red carpet images, and other well-known photographs — and would literally circle the exact pieces they were looking for.

Most of the requests I worked on centered around shoes, primarily Manolo Blahnik and Prada, which was such a thrill given that vintage footwear is my specialty. It wasn’t about finding something merely inspired by her style — they were really looking for original pieces, or as close to exact as possible.

That level of detail really speaks to how enduring Carolyn’s wardrobe is. Even now, those pieces are instantly recognizable and still carry so much cultural weight.

When you’re tasked with finding a very specific archival piece, where does the hunt usually begin?

It usually starts with research, but after that, the hunt is really a game played online. There are so many incredible vintage sellers and resources around the world, and so much of the job comes down to knowing where to look — and being willing to look far beyond the obvious places.

I spend a lot of time combing through both curated and uncurated platforms: eBay, Poshmark, Depop, independent vintage sites, and seller networks I’ve built relationships with over time. Sometimes the best pieces are hidden in the least glamorous listing, and you have to be able to recognize what something is before anyone else does.

That’s a huge part of what I love about sourcing. It’s part research, part instinct, and part obsession.

What piece(s) were the most difficult to track down, and what were some of the biggest challenges you faced during the sourcing process?

These pieces were especially difficult to find because Carolyn isn’t just a style icon — her wardrobe has an almost cult-like reverence around it. So many of her looks have already been deeply documented and obsessed over, which makes truly recognizable pieces even harder to track down.

And shoes, in particular, are their own challenge. It’s one thing to find a jacket or a bag, but shoes have to be the right style, the right era, the right size, and actually wearable for one specific person. There’s very little room for compromise.

Another major factor was timing. I was sourcing while they were actively shooting the show, so I was working against a real production timeline as pieces were still needed in real time. That added another layer of pressure, because it wasn’t just about finding the right piece — it was about finding the right piece quickly enough for it to still be useful.

That was really the biggest challenge: the rarity of the pieces, the demand around Carolyn’s wardrobe, the precision required when you’re sourcing footwear specifically, and doing all of it on an active production timeline.

Were there any items you initially thought might be impossible to find that eventually surfaced somewhere unexpected?

One of the pieces I’m most proud of finding was her Prada boots. I definitely thought those were going to be one of the biggest challenges because they’re such a coveted piece, especially among people who really know and love Carolyn’s style.

But in true vintage fashion, they surfaced in the most unexpected way — I ended up finding an original pair, with the original box, from a seller on Poshmark.

That’s one of the things I love most about this work: sometimes the pieces that feel impossible are the ones that turn up in the most unassuming places.

Is there one piece from the sourcing process that, to you, perfectly captures that essence of 90s minimalism?

Honestly, I’m not sure it was one of the specific pieces I sourced, mostly because my role in this process was very focused on shoes. But when I think about Carolyn and what 90s minimalism means to me, my mind always goes back to some of her simplest looks.

My favorite version of her was always when she looked the most effortless — the perfect vintage Levi’s, a black long-sleeve tee, a flip-flop, maybe a bandana in her hair. There was something so personal and unforced about the way she dressed. It never felt overworked, but it was still unmistakably her. To me, that’s the essence of 90s minimalism.

I’m always inspired by the work of vintage sellers and their ability to bring the most special pieces to light. I’m so honored to have been able to share Gianna’s experience sourcing for Love Story, as well as share more about her incredible brand, The NY Archive. A special thank you to Gianna for her insight and for keeping vintage pieces alive and part of the conversation. If you haven’t already, please check out The NY Archive. You can also follow the socials linked below for more vintage inspiration and content:

Instagram - @thenyarchive @giannacorv

TikTok - @thenyarchive_

More to come soon. Until next time, you can find me on Instagram and TikTok.

love, ashleigh

When I first discovered Substack, I was so excited to have a platform where I could write more about my interests and the things that inspire me. I’ve always adored fashion and beauty, but in recent years, I’ve really admired the creative process that takes place behind closed doors.

Many of my current articles explore how certain brands create a world beyond their products. Whether it’s a deep dive like my series The Fashion and Beauty Playbook or my series Hot Off the Press, dedicated to sharing my favorite marketing moments of the week. But I wanted something deeper. Something that could lift the curtain to show just how much work goes into producing something, whether it’s a brand, product, or a form of art. That’s when I came up with a new idea for a series. A series dedicated to highlighting the work of people I admire and sharing all their recommendations and advice. A place where I could ask questions and unpack all the little details, whether it’s walking through their creative process or covering the top 5 products they’re throwing in their bag.

With that being said, I’m so excited to announce my new Q+A style series, In Conversation With, releasing on Monday, April 6, with my very first guest (pinch me). I can’t wait to share more.

Talk soon.

love, ashleigh

When I opened up Instagram the other day to see Sarah Pidgeon as the face of rhode’s new spring campaign, it was surprising (mostly because of how fast they work), but it also made perfect sense and felt very rhode. Since 2022, rhode has been consistently ahead of the curve, anticipating what customers want to see and forecasting what the newest trends will be, resulting in campaigns that resonate long after launch. I know everyone says this, but the marketing team is truly talented. Timing is everything, and they’ve mastered the art of knowing what “the moment” is before it even happens. From a planning perspective alone, someone from the team had to anticipate the success of Ryan Murphy’s Love Story, and as a result, know that audiences would quickly become obsessed with the main leads, Sarah Pidgeon (CBK) and Paul Anthony Kelly (JFK Jr). Then, securing Sarah as the face of their spring campaign, which features a pink and red color palette and resembles a “flushed” spring look, rather than the neutral tones we see in the show, was simply a genius way to position her as rhode’s newest muse and show her in a way we haven’t seen before. They’ve tapped the “it girl” and presented her in a way that felt relevant to the brand’s storytelling. Yet another reason why rhode and their marketing continues to be iconic.

rhode’s spring collection, launching March 9TH at 9AM PT:

I’m ALWAYS excited for a new rhode blush, so when I saw two new shades joining the lineup, I immediately set multiple reminders for March 9th. Teacup, pictured on the left and bottom middle, is described as a raspberry pink, and Candy Apple, pictured on the right and top middle, is described as a pearly warm red. Not only are these shades gorgeous, but the names are just as good. Last spring, we got Plum, a cool purple berry, and Date Cake, a warm red berry. So, I’m eager to see how these new shades will compare.

Two limited edition lip tints will also be part of the collection. Sweet Pea, pictured on top, is described as a pearly, warm pink that smells like berries and jasmine. While Pretzel, pictured on the bottom, is described as a shimmery warm mauve that smells like a caramel-glazed pretzel. These lip shades have been in the works for a long time. I remember voting for my favorite shade on their story, so I’m excited to finally get my hands on these.

And of course, it wouldn’t be a rhode launch without color-coordinating cases. Currently, the only available snap-on cases are grey, white, and black, so I was excited to see that they’re introducing more colors. But these will be limited edition, so act fast, girls!

If you enjoyed this read, I also wrote all about rhode’s marketing in another post. From their innovative approach to beauty to some of my favorite collaborations and activations, you can read more about it here. Huge shoutout to the marketing queens that always inspire me: Lauren Ratner, Kelsey Bidel-Niyat, and of course, Hailey Bieber.

Until next time, you can find me on Instagram and TikTok.

love, ashleigh

This past week was the Australian premiere. While it is kind of bittersweet because it’s the last stop of the film’s press tour, we got to see some more amazing looks styled by Andrew Mukamal, including Margot Robbie in a custom Ashi Studio Couture dress and Hailey Bieber in custom YSL.

No one does a press tour like Andrew Mukamal and Margot Robbie. It’s been years, and I still think about the press tour looks for Barbie. While we got bright colors and hyper-feminine archival looks for Barbie, the Wuthering Heights press tour has given us the dark, gothic, moody tones that so many of us love. It kind of pulls me back to some of the dark, Victorian gothic fashion we saw for Nosferatu. I’m always a fan of press tour looks that feel like an ode to the film’s theme and characters, and Andrew Mukamal will always be one of my favorites when it comes to method dressing.

February has been a busy month for fashion and anticipated releases, so there will be more of these to come soon! Until then, you can find me on Instagram and TikTok.

love, ashleigh

With that being said, here is a roundup of some brands that have been living rent-free in my head lately:

lexxola x frankies bikinis

A collab between two iconic brands introducing a limited-edition collection of eyewear + a baby-blue travel case. Obsessed over the Frank mid-size frames and the nostalgic early 00s style. Also LOVED that they chose to feature Alana Champion for this drop; it was the perfect touch.

rhode teases new products + announces the rhode snow club

the world of rhode is headed to Big Sky Resort in Montana from February 4th to 8th to celebrate something new + give exclusive first access to shop their new face & lip masks.

Calvin Klein x Tell Me Lies

Tell Me Lies irl couple Grace Van Patten and Jackson White star in the “Together in Our Calvins” Valentine’s Day campaign. The marketing and casting choice was geniusss

Saie Vintage - The City Collection

Saie redefines merch by curating a collection of hand-selected vintage pieces. The City Collection features timeless designer clothing and accessories - from a classic Ralph Lauren denim button-down to Manolo Blahnik Vintage Mary Jane Pumps.

Heaven Mayhem drops the Frame Collection

The most stunning collection of demi-fine jewelry made to frame you and feel like second skin. My jaw dropped when I saw the Gaze Choker, probably my favorite piece they’ve ever created (which is crazy, since I love everything they make). This whole collection feels so elevated and timeless, and I love that they tapped stylist Pirrie Wright to style this collection. You can read more about this launch from Founder, Pia Mance -

Summer Fridays unveils new lip liners and lip stains

Two new products are being added to Summer Fridays’ lip rotation: the SoftLine Lip Liner and the Flushed Lip Stain. sooo excited for these to drop on February 2nd. can never have enough lip products, and these shades look so dreamy.

I hope you enjoyed this roundup. There are so many brands that fuel my creative energy, so it’s always fun to explore and share new launches and concepts that emerge. I’ll be sharing more of these often. Until next time, you can find me on Instagram and TikTok.

love, ashleigh

Enter: Vincent Boulevard, an eyewear brand I can’t stop thinking about. I first discovered VB on Instagram through Cameron Quittner, the Founder and Creative Director. I was immediately drawn to the way Vincent Boulevard taps into a quiet nostalgia that feels lived-in rather than staged, recalling an era (like the 90s) when style felt effortless and natural. From film footage to BTS moments on set with casting calls, articles, scripts, and trailers, the eyewear becomes part of a story and a character rather than just being sold. A sense of intimacy that makes the brand feel authentic rather than promotional.

If you’re wondering what oversized frames are worth adding to your rotation (and what has been on my wishlist), here is a roundup of my favorites:

The Camille in Onyx & Grey -

the kind of oversized frame you throw on and instantly feel put together. makes a simple fit look intentional.

The Valletta in Onyx & Grey -

a pair that would make anyone look effortlessly cool and chic.

The Mulholland in Black & Grey -

a pair that is perfect for those that are hesitant about oversized eyewear but still love a timeless accessory

Eyewear has always been more than functional. It’s personal, expressive, and can be a nod to the eras and icons that came before us, if done right. A type of feeling that only certain people or brands can replicate, Vincent Boulevard being one of them. And with frames like Camille and Valletta, VB proves that oversized glasses are more than just a trend…they’re here to stay.

thank you for being here. i hope you enjoyed this feature. more to come soon.

love, ashleigh

*all images from VB used in this post can be found on their website and instagram

With that being said, here is a roundup of some brands that have been living rent-free in my head lately:

rhode enters a new era:

rhode announced that they’ll officially be in Sephora starting September 4th and shared the return of three of their most loved lip treatments + tints: jelly bean, strawberry glaze, and salty tan.

Crown Affair’s dreamy drop (literally):

Known for their elevated hair products and emphasis on hair care as a ritual, Crown Affair just dropped the dreamiest upgrade to your sleep routine: the silk pillowcase (available now) + the overnight repair serum (launching 8/26).

TMD x Jimmy Choo - a vintage dream come true:

I’m truly in awe every time I see a collection like this filled with timeless staples, and does it for me every single time. This drop was truly an archival dream with vintage heels from Carrie Bradshaw and the iconic Jennifer Aniston Jimmy Choo boots. Also, can we talk about how insane the visuals are around each drop?! So perfectly curated, it’s insane. If you’re interested, you can find more information about the BTS of this drop here.

Dairy Boy brings a touch of country to the city:

From the DB ice cream truck to their barn-style pop-up, Paige Lorenze seamlessly brings the charm of her New England Americana lifestyle to SoHo. The newest Evergreen collection has such a wide variety of styles to choose from. Whether its fleeces, overalls, dresses, or sweatsets, they all have a touch of DB’s vintage charm.

A fresh face from Merit:

Merit just got a whole lot cleaner with the launch of their Great Skin Double Cleanse. To celebrate this launch, they held a pop-up in LA and collaborated with BAINA to create limited-edition face cloths, the perfect sinkside accessory to pair with a cleanser.

818 announces mini tequila bottles (on 8/18):

818 taps into an audience that sees tequila as more than a drink. Their recent “Free the Nip” campaign rolls out mini tequila bottles that can be used as a fashion accessory. Whether you’re clipping the drink to your purse, outfit, or phone case, it’s with you every step of the way.

A match made in heaven - Heaven Mayhem x Tezza:

To celebrate the launch of their new eyewear drop, ‘The Main Act,’ Heaven Mayhem joined forces with Tezza to create a black and white ‘Heaven’ preset to emphasize the chic and timeless feeling of the eyewear. An in-person event was held to celebrate this collaboration, offering the ability for their communities to experience the Tezza photobooth with the new ‘Heaven’ preset, grab some professional studio pics, and experience Heaven Mayhem products irl.

Summer Fridays delivers a new type of glow:

Summer Fridays is dropping daily exfoliating pads that resemble that post-facial glow and feeling. To celebrate this launch, Summer Fridays created a Gentle Reset Blueberry Matcha exclusively at Pantry by MadHappy and teamed up with SPENCER’s Spa for their community to enjoy a Gentle Reset for themselves. They also held a community event in LA to celebrate the upcoming launch (available 8/26). I always love brands that put their community first and put so much thought and detail into their launches.

I hope you enjoyed this roundup. There are so many brands that fuel my creative energy, so it’s always fun to explore and share new launches and concepts that emerge. I’ll be sharing more of these often. Until next time, you can find me on Instagram and TikTok.

love, ashleigh

Innovative Approach to Beauty

It’s no secret that Hailey Bieber is at the forefront of many trends. We constantly see her subtle beauty and fashion choices inspire others, from her street style to her makeup and even her hairstyles and nails. That’s why her ability to tie rhode into viral trends makes her a marketing genius. We’ve seen glazed doughnut skin and nails, strawberry girl summer, latte makeup, sugar plum fairy makeup, lemontini summer, and many other trends, all thanks to Hailey Bieber and rhode. We’ve also seen rhode create products that have altered the beauty industry. The peptide lip tint phone case blended beauty and fashion in a groundbreaking way. It combined convenience with style, reinventing how we thought about our beauty products. Merging tech with makeup showcased how beauty can be integrated into daily essentials, and with case colors to match different seasons, it continues to maintain relevancy and ongoing buzz. It also makes it easier to spot rhode users from afar, which I personally love. I can’t tell you how many people I’ve bumped into and had conversations with while wearing the rhode case.

When rhode launched in 2022, there were three core products: peptide glazing fluid, barrier restore cream (brc), and their iconic peptide lip treatments in three flavors - watermelon slice, salted caramel, and unscented. I remember the absolute war purchasing these products when rhode first launched. Reloading the website five minutes before the products would drop to ensure I got a product before it sold out. I still find myself doing this today with their limited edition products.

Over three years, the brand has grown tremendously. With every campaign and launch, the marketing and creative teams redefine what thoughtful, elevated brand storytelling looks like. They’ve mastered product-teasing and the art of a slow-burn launch. Because of that, consumers are always watching, waiting, and wanting whatever comes next. Whether you’re pausing Hailey’s TikTok videos to see her casually use a new product or searching for hints in rhode’s perfectly curated Instagram post, customers are constantly on the edge of their seats, itching to purchase whatever is next (I can speak from personal experience). Every launch has so many details that come together to create the perfect visual, and rhode has always been good at being intentional with every post or story they share. Here are a few of my favorite marketing moments throughout the past three years:

bringing the world of rhode to life with their rhode booth:

life-sized products + branded cars & jet skis:

events with special rhode drinks:

dreamy PR packages:

branded stickers + temporary tattoos:

rhode in the city:

HB’s birthday drops:

perfectly curated moodboards:

Brand Collaborations

rhode’s branding leans heavily on food marketing to create a sensory experience around skincare and makeup. We’ve seen it from the beginning with peptide lip treatments and tints referencing vanilla cake, watermelon, strawberries, jelly beans, cinnamon rolls, and sugar cookies. We also can’t forget the original tie to feeling like a “glazed doughnut” when using rhode products. Drinks have also been referenced through their products, like their glazing milk, espresso lip tint, and the recent lemontini lip tint. So, it makes a lot of sense that their collaborations tie into food and drink experiences. Whether you’re grabbing a limited edition drink or doughnut, rhode ensures that their community gets to experience the world of rhode beyond just the products they sell, which is why the brand has become a cult favorite in the beauty industry.

rhode x krispy kreme (2023)

collab with krispy kreme to create a strawberry glaze limited edition lip treatment. an iconic way to bring the reference “glazed doughnut” to life

rhode x community goods (2024)

bringing the limited edition cinnamon roll lip tint to life in honor of hailey’s bday and providing a rhode booth experience all at once

rhode x 818 (2025)

coachella collab between two iconic companies (and besties). who doesn’t love a rhode lip with a mini 818 shot and a photobooth moment

rhode x magnum ice cream (2025)

perfect treat for the rhode summer club and a sweet nod to hailey’s past relationship with them.

hailey x erewhon (ongoing collab)

took skincare to a whole new level. the best smoothie and soft-serve i’ve had tbh.

Even though Hailey Bieber is the founder, the brand still has a strong identity in her absence. She doesn’t have to be the face of every campaign or social media post for rhode to stand out among its competitors (although when she is, it’s iconic). Aside from brand collabs, rhode has had many notable individuals be the face of their campaigns and product launches. From Tate McRae to 90’s supermodel Claudia Schiffer (majorrr), rhode has successfully built a diverse, culturally resonant brand identity. They are able to expand their target audience beyond Gen Z by the way they approach their marketing. And with the recent face of Harris Dickinson, they’ve expanded their audience even further by successfully displaying that skincare isn’t just for women.

What I find so special about rhode is their ability to bring a community together beyond a digital space in a way that feels personal and not transactional. They don’t just rely on social media engagement; they actively create in-person moments that feel intimate, curated, and aligned with their brand values. Whether it’s a dinner party or a pop-up to celebrate a new product, the rhode team knows how to make a lasting impact for close friends and community members. It’s truly like walking into girl world with branded menus and drinks, rhode booth moments, scratch-off cards, and perfectly designed spaces with walls full of rhode products to try.

Pop-Ups & Events

rhode launch party (2022)

launch party to celebrate the beginning of rhode with close friends & influencers. the wall of products and gray tones feels minimal, yet elevated.

rhode x paris (2023)

launch party with friends and influencers to celebrate lip tints. the drink menu, the branded newspapers, the matches, the overall layout…10/10

rhode x new york (2024)

“pocket-sized pop-up” to celebrate pocket blushes + a special surprise with the introduction of the pocket blush shade sprinkle (limited edition at the time of pop-up). the design of this pop-up was everything.

rhode x london (2024)

pop-up to celebrate the launch of barrier butter. loved the minimalist-chic aesthetic of the pop-up as well as the limited edition stickers.

rhode x LA (2024)

dreamy evening with friends to celebrate the launch of barrier butter. branded bread and butter + rhode booth pics were the perfect touch.

rhode x LA (2025)

pop-up to celebrate lip shape launch + a special surprise with the introduction of the limited edition sugar cookie lip tint. loveee the campaign videos, scratch off tickets, life-sized compact mirror, and wall of weights to bring the lip shape names to life.

rhode x miami (2025)

F1 inspired dinner co-hosted by Hailey Bieber and Alexandra Saint Mleux timed around Miami Grand Prix weekend. absolutely adore the new logo and how this event reinforced rhode as a lifestyle brand, not just skincare.

rhode x mallorca (2025)

rhode summer club to celebrate launch of lemontini lip tint + two summer pocket blushes. this event was jaw-dropping as it was the first time we got to see a rhode-inspired beach club. the event took place at Beach Club Gran Folies in Mallorca, Spain. such a unique and fun take on a product launch. branded towels, reusable water bottles, ice cream, and lounge items were a perfect way to combine environment, lifestyle, and product all at once. we love a lemontini summer.

If you made it this far, thank you for reading! I’ve always admired the brands that fuel my creative energy, and I wanted to create a space where I can explore and share the things that inspire me. With that being said, I’ll be sharing these monthly, featuring different brands that consistently capture my attention and influence me. Until then, you can find me on Instagram and TikTok.

See you soon!

love, ashleigh

** all images used in this post can be found on instagram (@rhode)

Hotels

• Chateau Marmont - the castle on Sunset Blvd. it’s chic, iconic, and you never know who you’ll run into.

• Sunset Tower Hotel - another classic LA hotel that’s good to stay in or dine in. It’s best to make a reservation in advance if you’re looking to dine here.

• Cara Hotel - a minimalist-chic boutique hotel, and another good option to dine in.

Restaurants/Drinks

• 1212 Santa Monica - went here purely for the photobooth, but the food ended up being good too. Nice atmosphere since you’re surrounded by shops, and didn’t need a reservation. But, it would probably be smart to have a reservation on the weekend since they host private events.

• Laurel Hardware - good space for dinner & drinks with friends. make a reservation in advance!

• Bar CouCou - a chic place for drinks and they have custom matches

• Erewhon Beverly Hills - i know it’s basic and expensive, but it’s worth it in my opinion. such a wide range of healthy food, drinks/smoothies, and skincare. i ordered a smoothie here, and it was crowdeddd but an easy process with the mobile order option. just order at the kiosk, and you get a text when your drink/smoothie is ready at the Tonic Bar.

• Community Goods - another basic place (sorry), but it’s worth it. expect a line if you go…

Shopping

• Reformation Vintage

• Brentwood Country Mart

• RLT Vintage

• Toteme

• Luxury shopping on Rodeo Drive - obviously

The list could go on, but I’ll just highlight a few places. Let me know if you’re interested in more of these lists when I travel.

Side note - LA is a great place to hunt for matches if you’re into that. One of my favorite resources to use is matchesinla.com. You can use this website to view a map of places (typically restaurants, bars, or hotels) that have matches in bigger cities. The website shows places in LA, New York, Chicago, and Austin. Definitely a website to keep in your notes for when you need it. It’s a fun hobby and serves as a cute souvenir.

Now to my favorites of the month:

Accessory of the month - Freja x Heaven Mayhem Mini Chrystie Bag

Makeup product of the month - Chanel Highlighting Fluid Shade Sunkissed

Skincare product of the month - Summer Fridays Jet Lag Hydration Mist

Hair product of the month - Bahay Kubo Scrunchie

Fragrance of the month - Cyklar Sacred Santal

Nail color of the month - OPI Baby, Take a Vow

June Style inspo - Jacquemus “La Casa” show

thanks for reading! until next time, you can find me on instagram and tiktok. see you soon.

love, ashleigh

This month, I’ll be discussing Dairy Boy, a lifestyle brand founded by creator Paige Lorenze:

I’ve been watching Paige Lorenze on YouTube for years now. She’s one of my favorite creators when it comes to lifestyle vlogs. There’s something about her New England content that’s so comforting and wholesome. I think that’s why Dairy Boy stands out to me when I think of the overall brand tone and message. In a way, her brand encourages embracing the simple pleasures in life and finding out what truly makes you happy. From home-cooked meals to spending time outdoors with the ones you love. Don’t get me wrong, I love a fast-paced chic city vibe, but there’s something so comforting about slower living, especially in the spring and summer.

This post will highlight some of my favorite Dairy Boy moments, from their pop-ups to their iconic product drops. I hope you enjoy:

Pop-Ups & Events:

I love when brands bring their community together in a creative way. With everything being online, it’s special to be able to shop the looks irl and engage with others who value the same things you do. Paige also attends and vlogs these events, which is so special for those who follow her and her brand. I think Paige and the Dairy Boy team are good at reading their core audience. I find that Dairy Boy resonates with a lot of Gen Z and their desire for authenticity and self-care (coming from a Gen Z girl). That’s why their decision to bring Dairy Boy to Ann Arbor for UMich students as a “Study Break” was such a smart move. Not only was it a good way to connect with their target audience, but any pop-up gives an exclusive feeling, and knowing it’s only there for a limited time creates a sense of urgency and longing to go. There are so many details that go into pop-ups like these, and of course, picture-perfect moments that are fun to share on social media.

Dairy Boy x Ondo Bakery (2025):

flower bouquets, DB style coffee, pastries, and merch = a perfect morning

Dairy Boy’s pop-ups in New York are also important to mention as this was really the first time people got to experience Dairy Boy irl. 2023’s SoHo pop-up had more of a U.S. open and denim theme, whereas 2024’s SoHo pop-up was more of a cookout, ‘country mart’ theme with an ode to the U.S. open as well. Both were such a special way to bring the countryside to the city.

Dairy Boy x New York (2023)

DB merch with a side of icecream, yes pls!

Dairy Boy x New York (2024)

a cookout + DB merch with a photobooth pic to go!! so many good details

Dreamy PR:

When it comes to PR, it’s truly all in the details. I can’t tell you how many times I’ve been scrolling on social media and have stopped in my tracks to see the cute little packages that people get. I think PR in itself can tell a story and get people excited about a product if it’s done right. There’s so many tiny details that come together to create the perfect visual. My personal favorite Dairy Boy PR has been the recent fisherman’s daughter sweater drop, where tins labeled “Tommy’s Catch of the Day” had the sweater, cute little stickers, and postcards all wrapped up in a fishnet-like tote. So many good details, and I also loved the nod to the “He caught it, I made it” new series with Paige and Tommy. This whole drop was such a perfect way to kick off an East Coast summer.

More Dreamy Dairy Boy PR:

Social Media Content:

Dairy Boy does a good job of telling a narrative that taps into the countryside, Americana lifestyle while simultaneously offering a sense of nostalgia and comfort. As a girl who grew up on the East Coast, so much of their content feels like a reflection of my childhood. That’s one of the many reasons why I love Dairy Boy. The brand doesn’t just sell products, it sells a lifestyle. One where your days are filled with gardening, homemade meals, and quality time outdoors. While they’ve showcased some of these elements in their in-person events, they’ve excelled at portraying this lifestyle on their socials. It also helps that Paige lives a New England lifestyle and shares these intimate moments with her audience through her home vlogs (my personal favorites).

Video content shared on their Instagram (@dairyboy):

If you made it this far, thank you for reading! I’ve always admired the brands that fuel my creative energy, and I wanted to create a space where I can explore and share the things that inspire me. With that being said, I’ll be sharing these monthly, featuring different brands that consistently capture my attention and influence me. Until then, you can find me on Instagram and TikTok. See you soon.

love, ashleigh

**All images/videos in this post can be found on Dairy Boy’s Instagram and TikTok

1. GAP x Laura Harrier

This was hands down my favorite look of the night. Zac Posen did amazing with this design. No notes.

2. Thierry Mugler x Kendall Jenner

   this was an afterparty look but I HAD to include it. so chic and love the nod to late 90s fashion.

3. Wales Bonner x Lewis Hamilton

   love the embroidered elements and accessories

4. Balmain x Jenna Ortega

   the dress being metal rulers?! so creative

5. BOSS x Khaby Lame

   loveee the pocket watches

6. Courrèges x Emma Chamberlain

   so good. i’ve loved most of her MET looks.

7. JACQUEMUS x Tyla

so stunning. loved the fit of the dress and the flow of the oversized men’s shirt

8. Tommy Hilfiger x Sofia Richie

   this is STUNNING. Sofia is always so chic.

9. Eleven Sixteen x Diana Ross

   gasped when i saw this. so beautiful.

10. CHANEL x Jennie

    CHANEL did so good with this look.

Thanks for reading! Until next time, you can find me on Instagram and Tiktok.

love, ashleigh

1. Saie

If you love vintage and beauty/fashion, you’ll love Saie Vintage. As a way to reduce waste and reuse quality pieces, Saie came up with Saie Vintage. Instead of producing traditional branded clothes/merchandise, they’re working with talented vintage curators to reuse pre-loved items.

“Good for you and the planet we love, Saie Vintage reduces the creation of new waste by reusing quality clothing. It’s merch done the Saie way– innovative, responsible, and one-of-a-kind.”

Most recently, you can find pieces curated by the Founder, Laney, who was inspired by her father and the brands he wore. In Laney’s Collection, you can find timeless pieces from brands of the 80s and 90s. You can shop some of the pieces here. Saie has also partnered with Pact Collective to help reduce beauty packaging waste. If you have five empty Saie products, you can fill out this form on their website to receive a prepaid shipping label. This makes it easier for a consumer to truly recycle their beauty products. In addition to this, Saie has produced sustainable packaging where all the materials they use are environmentally friendly, from their shipping boxes to the craft tape.

In 2024, Saie launched The Saie Climate Initiative, their “commitment to putting beauty in action in the fight against climate change.” Through their partnership with rePurpose Global, here are some of the ways Saie is continuing to make a positive impact:

Saie has also expressed that it became the first beauty brand to sign The Climate Pledge, a global commitment to reach net-zero carbon emissions by 2040. This marks a meaningful shift in the beauty community, with Saie paving the path toward more sustainable standards.

If you’re interested in a deep dive, Saie has a climate docuseries, The Saie Way, which covers different topics concerning beauty and sustainability. Saie has also linked their 2024 Impact Report, which covers all the ways they have worked towards positive change. You can read more about Saie Vintage, the Saie Climate Initiative, their responsible sourcing and packaging, as well as clean ingredients in this report. You can find the Founder and the brand here on Substack as well for more information: and

If you’re new to Saie and want to try some products, I love their Glowy Super Gel in Starglow, Dew Blush in shade Cutie, and the Big Brush.

2. Westman Atelier

Westman Atelier, founded by Gucci Westman, is another brand that has done well when it comes to sustainable beauty. They have collaborated with labs, artisans, and technologies to work towards “planet-forward practices” like sustainable product packaging, product refills, clean ingredients, and carbon-neutral shipping. They are dedicated to reducing their carbon footprint and are actively searching for new ways to do this. You can find more information about their sustainable approach here. If you’re new to Westman Atelier and want to purchase from them, I highly recommend their Petite Clean Glow Trio, which includes mini sizes of their blush, contour, and highlight sticks - all of my favorites.

In addition to sustainable materials, ingredients, and practices, they have partnered with Pact Collective to reduce beauty packaging waste. You can request a prepaid shipping label here, and I’ve included the steps below:

3. Summer Fridays

Summer Fridays is another brand that stands out when it comes to sustainability. As a beauty brand that centers around the feeling of a summer Friday, and is formed with the coast of Southern California in mind, Summer Fridays has made sure to give back to its environment. Partnering with nonprofits like Heal the Bay and Surfrider LA, Summer Fridays has consistently worked to protect beaches from excess waste and provide for better water quality overall. In addition, they have made donations to support the protection and restoration of coastal waterways. You can read more about their partnership with Heal the Bay in the post below:

To make recycling beauty products easier, they have also partnered with Pact Collective. If you fill out a free shipping label and send five empty products back, you can receive a $25 gift card on them (US customers only). In addition, Summer Fridays is mindful when it comes to their product materials and ingredients, which is just as important. You can find more information here and on their socials (@summerfridays). If you’re new to Summer Fridays and want to try some of their products, I love their Jet Lag Collection, ShadeDrops, and Lip Butter Balms.

4. rhode

“MINIMAL skincare, minimal FOOTPRINT.”

Rhode, founded by Hailey Bieber, has always been a brand that has been good at creating products that are minimal yet efficient. Not only do they approach skincare/makeup with ingredients that are clean and vegan, but their packaging is sustainable, from their Boox boxes to their bottles, tubes, and caps. They are also another company that will recycle your empty products. If you have at least three empty products, you can email hello@rhodeskin.com for a complimentary shipping label. If you want to learn more about their sustainable efforts and impact, you can read about it here. If you’re new to rhode and want to try their products, I would go for the travel set, which allows you to try mini versions of their iconic skincare essentials, and of course, I would also go for the pocket blush + lip tint duo - my favorite is piggy + ribbon.

If you’ve made it this far, thank you for reading! I wanted to create a space where I can talk about what I love while also highlighting sustainable companies. While this isn’t a complete list, I just focused on the brands I reach for the most. With trusted recycling options and sustainable products, these beauty brands are doing their part to shrink waste and leave a lighter footprint on the planet. It’s important to remember that we can do tasks every day to help better the Earth, including the items and companies we support.

Happy Earth Day <3

love, ashleigh

1. Moodboards

A lot of my inspiration for the season comes from Pinterest. I usually start each season by curating a moodboard of things I want to make, ways to style my hair, what to wear, picture inspiration, etc.

2. J. Crew Spring in Portugal

J.Crew welcomed spring and a new collection from the countryside of Portugal. The April collection was teased with a video on their socials labeled “Under the Portuguese Sky,” where viewers could see glimpses of new arrivals intertwined with green landscapes, vineyards, and freshly bloomed flowers. I can’t get enough of these photos and the stunning location they chose for the spring collection.

3. The Artful Way to Plant-Based Cooking by & Trudy Crane

With the new season, I’ve been trying a lot of recipes. I’ve followed Chloé on Instagram for a while, and I’m always so inspired by the content she puts out there. As soon as I learned she had created a cookbook with her mom, I didn’t hesitate to buy it. Not only is the cookbook visually stunning, but the recipes are just as good.

4. A Pop of Pink

I love a pink blush all year round but especially during spring. I usually go for a baby pink or champagne pink. Here are some of my current favorites:

• Chanel Blush N°23

• Westman Atelier Blush Stick Shade Coquette

• Rhode Pocket Blush Shade Piggy

• Merit Flush Balm Shade Stockholm

5. Freja ‘90s shoulder bag

I love the simple silhouette of the Freja Mini Chrystie. It’s simple but chic, and the colors are perfect for spring.

Thanks for reading! I’ll be starting a travel series soon where I’ll be putting together recommendations for the best places to shop, eat, and stay. Until then, you can find me on Instagram and TikTok.

love, ashleigh

Pop-Ups & Events

If there’s one thing that separates a company from the rest, it’s the ability to cultivate an engaged and loyal community around the brand. Summer Fridays excels at this, not just in a digital space but also through immersive pop-ups and events that connect with their supporters. Every single pop-up and event is visually stunning while also offering a unique, engaging way to showcase new products. What I love about Summer Fridays is the amount of detail that goes into each event. It’s like walking into girl world. Items like custom, branded photobooths, magazines & postcards highlighting campaigns, personalized matchboxes, and exclusive merch are the perfect way to get people excited and talking about a brand. And, of course, the picture-perfect moments that come with these events. Here are some of my favorite pop-ups/events:

The Dream Suite at Chateau Marmont to celebrate the launch of Summer Fridays’ Dream Lip Oil:

skincare meets classic Hollywood glamour - what’s more perfect than that?

London Newsstand Pop-Up to celebrate the Jet Lag Collection & Hot Cocoa Lip Butter Balm:

postcards, magazines, & customized matches - a sentimental girl’s dream come true

Café Summer Fridays in NYC to celebrate the return of the Iced Coffee Lip Butter Balm:

coffee and skincare? yes please! and a Summer Fridays photobooth picture to go? even better!

Endless Summer Beach Club Pop-Up on Bondi Beach to celebrate the Jet Lag Collection and the newest Dream Lip Oil Shades:

ice cream, skincare, postcards, and a jet lag license plate?! nobody does endless summer like Summer Fridays

Dreamy PR Packages

When it comes to PR, it’s truly all in the details. From wax-sealed envelopes to perfectly curated boxes, Summer Fridays does it all. Given the crucial role content creation plays in brand growth, PR packages have become an essential element of any effective marketing strategy. Not only is PR essential for enhancing brand visibility, but it is also an exciting way to resonate with consumers. Consumers see the details and the vision that is intertwined in PR packages and are eager to try the product out for themselves. I can’t tell you how many times I’ve been scrolling on social media and have stopped in my tracks to see the cute little packages that people get. What sets Summer Fridays apart is the commitment to their community, often sending products to those who truly support and engage with the brand. It’s fun to see how individuals create content and inspire others through the use of these products.

Brand Collaborations

Summer Fridays has consistently stood out due to the brand’s ability to expand its audience by working with other notable brands. The collaboration with Emi Jay to make limited edition hair clips dedicated to their Jet Lag Mask and their Cloud Dew Gel Cream was a perfect way to combine two self-care essentials. After all, who doesn’t love a cute hair clip that complements your skincare routine? I also loved the limited edition Summer Fridays x Tezza collage kit. These collaborations were a great way to broaden their reach while still staying connected to the brand’s core audience.

Summer Fridays has also partnered with companies to make limited edition drinks to highlight certain drops. I think this is such a fun way to bring attention to a new product. The drink being limited edition makes it feel like an exclusive experience, and as a consumer, there’s always a longing to go and get the drink and extreme FOMO when you can’t.

Additional Marketing Strategies

In today’s digital age, billboards and wild postings remain an effective way to reach broader audiences and boost brand visibility, particularly in major cities like LA and NYC. It also wouldn’t be right to discuss Summer Fridays’ marketing without mentioning the iconic TSA bins and airport screens found in LAX - with a few placements in JFK as well. The airport is the perfect setting for the Jet Lag Collection, the audience couldn’t be more fitting. My mind also goes to their use of branded cars when I think of prime advertising and marketing. My jaw drops when I see a brand utilize these methods.

While Summer Fridays leverages physical spaces and items to showcase their products, they also excel at capturing attention on social media. When I think of Summer Fridays, I always think about their strong social media presence. There’s always an aesthetic Instagram story/post or a TikTok showing off a product in a new way. It’s one thing to just post a product, but when a brand posts a product that tells a story and showcases a lifestyle, it captures the attention of many. Their campaign images also speak volumes, often emphasizing the relaxation and dreamy escape rooted in the feeling of a summer Friday. Whether it’s a chic night out on the town or a sun-kissed filled day, there’s always a Summer Fridays essential with you, and that’s the power of good marketing.

The Jet Lag Mist + Serum Campaign Images:

Video Content shared on their socials (@summerfridays):

If you made it this far, thank you for reading! I’ve always admired the brands that fuel my creative energy, and I wanted to create a space where I can explore and share the things that inspire me. With that being said, I’ll be sharing these monthly, featuring different brands that consistently capture my attention and influence me. See you soon.

love, ashleigh

**All images used in this post can be found on Summer Fridays’ Instagram and TikTok

1. Handwritten letters

The first thing I always think about is handwritten letters. There’s something so chic and timeless about sending letters to loved ones and friends. In a world where it’s easier to send a quick text or email, I think it’s so special to receive physical mail. It shows that you took the time to write that person and that you’re thinking of them. This also applies to postcards. I adore receiving postcards from family and friends. Last year, I started sending postcards when I traveled. I think it’s such a cute memento & such a special surprise to find in the mail.

2. Collecting matchboxes/matchbooks

Another souvenir I love to collect when traveling is matchboxes & matchbooks. You can usually find them at chic hotels, restaurants, or even at some stores. I usually have the best luck when I’m in New York. There’s an abundance of hotels and restaurants that carry them. My favorite ones are from The Plaza and Tiny’s. I find that it’s such a good conversation starter as well. Usually, when I ask someone, they always want to help or they reminisce about how their family member also collected matchboxes. The Millennial Decorator started my love for matchboxes. If you don’t follow TMD on social media, you definitely should - especially if you have a love for vintage pieces or chic items in general.

3. Jazz Music

I have such a special place in my heart for Jazz music. My sister introduced me to iconic jazz artists like Ella Fitzgerald, Louis Armstrong, and Frank Sinatra, and I’ve been obsessed since. Listening to jazz always makes me feel like I should be in the chicest restaurant with my soulmate, sipping from a glass of champagne. Like I’m in another time where the internet doesn’t exist, and all that I care about is being in the moment with someone I adore. An ideal Saturday would be Sinatra Saturdays at the Carnegie Club in NYC.

4. Print Media

If you know me, you know I love print media. With everything being online now, it feels special to flip through a magazine or do something as simple as circle the things you love and want to buy - there’s something so nostalgic about it. I’ve had a Vogue subscription for around two years now, and I don’t regret it at all. It’s a special monthly surprise, and the collection I currently have will be so fun to look back on or share with my kids in the future. I’ve been loving the comeback of print media in general. Brands utilizing magazines at pop-ups or using newspapers for ads. J. Crew bringing back their beloved catalogs in 2024 was the perfect touch. One of the things I love to do when I travel is collect fashion magazines. This past year, I went to Italy and bought the month’s issue of Vogue Italia. It was Monica Bellucci which made it even more iconic. I also love seeing a magazine stand when I’m casually walking around, and Milan was the perfect place for that.

5. Watches With Special Messages Engraved

I think watches, in general, are chic - especially when thinking about the Cartier Tank Louis that icons like Jackie Kennedy and Carolyn Bessette Kennedy wore. Bonus points if little messages are engraved on the back of the watch. I think this is such an adorable way to make a watch unique for someone.

6. All-black outfits

I’ve always been a fan of an all-black outfit. If you ask any of my friends, they’ll probably mention how I should incorporate other colors in my outfit. There’s just something so elegant and confident about wearing black - especially when one wears it in a chic, feminine way. One of my style icons is Monica Bellucci, who is known to often wear black. I think a lot of the time, simple outfits can speak volumes. Whether it’s a simple black blazer or a black dress, it’s timeless & classic. I also love when an all-black outfit lets the jewelry be the main focus.

The list of things I find chic is evergrowing, so this is just a peek into my mind, and there will be a part two soon. Thank you for reading <3

Ashleigh

1. Heaven Mayhem Eyewear Release

It-girls know and love Heaven Mayhem for their chic and vintage-inspired jewelry. February marked a special turning point with the release of a new accessory - eyewear. The founder of Heaven Mayhem, Pia Mance, has documented the different stages of the eyewear drop on her TikTok through her daily vlogs and her series “From The Desk of: Pia Mance.” As a consumer, I love to see founders give BTS content and be so involved with their community. It makes drops so much more exciting and special.

The eyewear drop started with some hinting from Pia on her socials months in advance. Then, sightings during NYFW brought us some more teasers before the official launch of the eyewear. Heaven Mayhem also held a community event at Fouquet’s. New York was such a special way to introduce these accessories to the HM community. I personally love seeing brands hold events at chic hotels. All the content that is posted on Instagram and Tiktok makes drops so much more intriguing, and I’m always ready to put that product in my cart.

After New York, Heaven Mayhem launched campaign photos, which made it official. What I loved about this launch was the different personas and vibes that each pair of glasses gave off. In fact, each pair is named after & inspired by a certain type of girl. For example, Sloane Black (pictured left) is inspired by the “London It-girl” while Vittoria (pictured middle) is inspired by the “Milanese cool girl.” These little details were a perfect way to introduce a new accessory. Giving eyewear a persona was the perfect touch when it came to creating an image for the consumer who is inspired by a certain type of style. Heaven Mayhem does a great job at teasing products before a launch and involving their community. Whether it’s through their BTS content or giveaways, I’m always excited for the next launch.

2. Emi Jay x Sephora

Another February surprise was Emi Jay launching at Sephora. I’ve been a fan of Emi Jay for a long time. As a girl with thick hair, I absolutely love their Big Effing Clip and how all of their designs are so cute and feminine. I’ve also loved the recent launch of their hair mask, hair oil, and scented hair mist. Their decision to bring some of their products to Sephora was brilliant because a lot of us want to see and touch products before we buy them - especially when it comes to scented hair products.

Something Emi Jay always does well is community events. I absolutely love how they decided to do an event at The Grove in LA to celebrate Emi Jay at Sephora. They always know how to design a space and include the cutest exclusive products for their community. I’m obsessed with their use of postcards and magazines. As a sentimental girl who loves print media, this is always a win when I see brands include these items. If you haven’t already, stop by your nearest Sephora to try out some of these amazing hair products.

3. Rhode LA Pop-Up

I’ve been a fan of Rhode since it launched in 2022. Rhode truly knows how to market their products - so much so that I’m always ready to set my alarm for every release. It’s always fun to see their campaigns and their strategies when it comes to promoting a new launch. This year started off strong with the release of their peptide lip shapes. I personally love using the press lip shape with the ribbon lip tint - it's such a cute combo. When Rhode announced a pop-up in LA, I was so excited to see how they would bring the peptide lip shapes to life. It was also exciting that they announced the limited edition sugar cookie lip tint right before the pop-up. I’m always a fan of a shimmery lip tint & bonus points when it’s pink (pls bring back jelly bean).

Between the life-sized compact mirror and the weights on the wall, Rhode knew exactly how to design the pop-up for a perfect experience. I also love how they partnered with LA businesses to support them in the aftermath of the devastating LA wildfires. It’s so special to see how a brand can create such a strong community. Every single person I’ve met who uses Rhode is so nice and approachable. It’s an immediate thing to bond over & I think that’s so adorable.

4. Dairy Boy Bubblegum Camo

One of my comfort creators is Paige Lorenze. I adore her Youtube videos - I love seeing her travel and work content as well as her cozy Connecticut lifestyle. Whether I’m lounging around the house or doing some work on the computer, I’m almost always watching her Youtube videos. I also adore her brand, Dairy Boy. To me, it’s as if cool girl meets comfort was a brand. One of Dairy Boy’s most popular drops is their camo sets - these always sell out within minutes. It truly feels like a race when Dairy Boy launches items. When Bubblegum Pink Camo dropped in honor of Valentine’s Day, I knew it was going to be a hit. I loved seeing the teasers on their Instagram. Different pink items like bows and a bubblegum machine only added to the suspense and excitement. I loved this drop & I can’t wait to see what’s next for Dairy Boy.

Those were some of my most loved February drops/events! If you made it this far, thank you for reading! This is the first of many posts to come. I can’t wait to share more with you guys!

Ashleigh

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