TOGETHXR x ZALES: THE LINE UP COLLECTION
Role: Art Direction + Design
Category: Consumer Products, Partnerships, Events
Client: TOGETHXR × Zales
Collection Items: Necklace, Bracelet + Ring
Zales was entering a new chapter with Own It, a platform moving the brand beyond traditional milestones toward everyday confidence, individuality, and self-worth. That mindset matched TOGETHXR’s community of athletes, fans, and creators, people who don't wait for permission to take up space. The opportunity was to bring those shared values to life in a jewelry collection about self-expression, belonging, and owning your moment.
THE CONCEPT:
Celebrating every moment, every body, every day. The Line Up is a three-piece collection (necklace, bracelet, and ring) designed to move with you and make a statement while doing it.
Instead of jewelry reserved for life's big milestones, each piece celebrates the everyday moments that shape who you are, like the wins, the work, the confidence, and the community behind you.
The collection brought together Zales' legacy of fine jewelry and TOGETHXR's connection to sport, culture, and a generation of women owning their space. It's a declaration of belonging and a celebration of all the ways you shine.
CAMPAIGN PHOTOSHOOT
We wanted the campaign to feel as expressive as the collection itself: vibrant, energetic, playful, and elevated.
The direction balanced fashion editorial with the movement of sport. Singles, duos, and group portraits created a sense of community, while tight compositions kept the jewelry at the center. Product imagery borrowed from athletic movement, using hands, shape, interaction, and motion to show how the pieces live on the body.
The result was polished enough for fine jewelry, but energetic and unexpected enough to feel distinctly TOGETHXR.
SEEDING EXPERIENCE
The collection was designed to live in culture, so we created a seeding strategy centered around people already shaping it.
Thirty ambassadors across sports, fashion, media, and culture received curated packages with a hero piece, each designed to inspire organic styling and sharing, from unboxing videos and mirror selfies to editorial product shots.
The packaging extended the campaign identity across every detail, including:
Custom Seeding Box · Tissue Paper · Insert Card · Jewelry Box · Jewelry Bag · Stickers
The goal was to turn product into conversation and put The Line Up in the hands and feeds of people whose audiences already intersect with women's sports and culture.
PRODUCT SOCIAL LAUNCH
VIP EVENT
Timed around the US Open and ahead of New York Fashion Week, an intimate New York event brought the world of The Line Up to life through product, talent, community, and content.
ART DIRECTION + DESIGN
I led TOGETHXR’s art direction across the collection and campaign, translating the shared values of Zales and TOGETHXR into one visual and product story.
My role spanned the collection's brand identity, campaign shoot, product storytelling, seeding, launch creative, and digital extensions. The key challenge was balancing two worlds, the polish and permanence of fine jewelry and the energy and cultural edge of women's sports.
