Velvet.Co x ÁWET AANHPI Designer Pop-Up
Time 2024/2025
Location New York, NY
Role Project Manager
Event management, creator engagement, media relations
Since 2024, Velvet.Co has partnered with ÁWET New York, a Black-owned fashion brand, to present an annual AANHPI Heritage Month celebration and pop-up experience. Hosted at ÁWET’s flagship store in NoHo, the event honors AANHPI creativity, cultural identity, and advocacy in New York City. Featuring an all-AANHPI lineup—from designers and DJs to sponsors and fund partners—the event is a platform to spotlight and elevate AANHPI-owned brands and founders shaping today’s cultural landscape. A portion of proceeds from all purchases made during the pop-up was donated to Make Us Visible, an organization dedicated to empowering local communities to build inclusive K–12 curricula that reflect Asian American contributions, experiences, and histories.
Event Highlights
COMMUNITY
IN FOCUS
Over 150 guests attended the exclusive press night, including editors, influencers, and community leaders across fashion, media, and culture.
COMMUNITY
IMPACTS
The event generated strong on-site sales for participating AANHPI-owned brands, driving both visibility and direct community support.
PURPOSEFUL
IMPACTS
A portion of all proceeds from purchases made during the pop-up was donated to Make Us Visible, a nonprofit dedicated to integrating Asian American contributions, experiences, and histories into K–12 education curricula across the U.S.
MEDIA IMPACTS
The campaign amplified brand awareness across social media and press, reinforcing the value of purposeful shopping and culturally driven storytelling.
Execution
EVENT
MANAGEMENT
CREATOR
ENGAGEMENT
Executed end-to-end planning, from venue and vendor coordination to run-of-show and on-site logistics. Ensured a seamless guest experience by aligning all event elements with brand objectives and managing real-time adjustments with partners.
Curated a strategic guest list of fashion, lifestyle, and cultural creators. Led personalized outreach, managed on-site creator relations, and facilitated branded content capture to amplify digital reach and community resonance.
MEDIA
RELATIONS
Developed press strategy, crafted tailored pitches and press materials, and secured editor attendance. Acted as on-site media liaison, coordinating interviews and driving post-event coverage across top-tier outlets.
