Styling Icons, Bridging Cultures: Disney nuiMOs x Maeve Reilly
To introduce Disney nuiMOs—a beloved plush brand originating in Japan—to a U.S. audience, we needed more than a product launch. We needed a cultural translation. Our approach? Pair the mini, posable characters with a powerhouse tastemaker in fashion and relevant Gen Z culture: celebrity stylist Maeve Reilly.
Through a creator-first lens, I helped lead the earned media and influencer strategy that positioned nuiMOs not just as a collectible, but as a customizable, fashion-forward lifestyle companion. Maeve styled the characters in exclusive outfits through a series of video content, tapping into trends around self-expression, personality-driven fashion, that was captivating young audiences. Think streetwear-meets-kawaii.
The result was a playful, press-worthy crossover moment in lifestyle and fashion publications that brought Japanese character culture into the U.S. fashion zeitgeist—earning coverage in outlets like WWD, Daily Front Row and E! Online and sparking organic creator content that showcased nuiMOs in styled flatlays, #OOTD videos, and even mini runways.
From Japan to L.A., this wasn’t just a launch—it was a movement in miniature.
Through a creator-first lens, I helped lead the earned media and influencer strategy that positioned nuiMOs not just as a collectible, but as a customizable, fashion-forward lifestyle companion. Maeve styled the characters in exclusive outfits through a series of video content, tapping into trends around self-expression, personality-driven fashion, that was captivating young audiences. Think streetwear-meets-kawaii.
The result was a playful, press-worthy crossover moment in lifestyle and fashion publications that brought Japanese character culture into the U.S. fashion zeitgeist—earning coverage in outlets like WWD, Daily Front Row and E! Online and sparking organic creator content that showcased nuiMOs in styled flatlays, #OOTD videos, and even mini runways.
From Japan to L.A., this wasn’t just a launch—it was a movement in miniature.