Branded & Editorial
Elly has created compelling content for iconic names across multiple industries, including Levi’s, Samsung, Dr. Martens, Urban Outfitters, and more. She’s also flexed her trend-forecasting skills with editorial features across NYLON, Bustle, TZR, Marie Claire, and other top publishers.
Check out some of Elly’s favorite work across branded and editorial below.
Client: Levi’s
Site: NYLON
Role: Strategist, Writer & Editor
Levi’s jeans are in a league of their own, but for spring 2024, the challenge was to reintroduce the iconic jeans brand as a destination beyond denim. Tops, outerwear, and other apparel deserved time in the spotlight, too, and who better to demonstrate how brightly these styles shine than NYLON’s own editorial experts? Taking inspo from NYLON’s reader-favorite ‘Night Out With’ series, Elly interviewed Editor-In-Chief Lauren McCarthy on how she spends a night out in NYC — and why her Levi’s styles take every night to the next level. To complement this custom-shot feature, Elly edited a second article spotlighting NYLON editors in self-shot Levi’s ‘night out’ looks of their own.
Night Out With Lauren McCarthy And Levi’s
30% increase in article scroll depth
How Fashion Girls Style Their Favorite Levi’s For A Night Out
82% increase in product click-through rate
Photo: Camilo Fuentealba/NYLON
Photos: Courtesy of Editors; Design: Alexis Apollonio/NYLON
Client: Macy’s
Site: Bustle
Role: Strategist, Writer & Editor
In Bustle’s most-shopped article of the year, Elly brought fashion-seeking Bustle readers straight to Macy’s doorstep. Applying her expert editorial eye, Elly wrote all copy and curated a massive must-have collection of styles throughout the course of the year. The shopping article not only drove relevance for Macy’s as an editor-approved, seasonally relevant style source, but as a trusted place for readers to experiment with their looks in exciting ways.
5.7x higher product click-through rate (and Bustle’s most-shopped article of the year!)
Design: Aoife Clancy/BDG
Client: AG Jeans
Site: The Zoe Report
Role: Strategist & Writer
Elly caught up with designer Phoebe Dahl to spotlight AG Jeans’ sustainable style initiative. The collection prioritized keeping oceans clean, so they spoke about the importance of eco-conscious clothing against the backdrop of Malibu’s coastline. This feature spotlighted style that gives back to communities, while ensuring AG Jeans made a memorable splash among the luxury shopping set.
L.A.-Based Designer Phoebe Dahl On The Future Of Sustainable Style
7.8x higher article engagement rate
Images: Benjo Arwas/TZR.
Client: Macy’s
Site: Bustle
Role: Strategist & Editor
After successfully leading Bustle’s first year-long TikTok-anchored program with Macy’s, Elly executed the next chapter of the social-first program. This time, the goal was to pivot from shooting BDG editors to highlighting self-shooting style experts, who could harness the engagement of their dedicated audiences by tapping into TikTok’s “Get Ready With Me (#GRWM)” trend. Elly briefed talent ahead of TikTok shoots, then edited shoppable articles celebrating each talent’s style POV — showcasing the breadth of fashion, beauty, and home finds available at Macy’s.
3 Spring Looks From Macy's For Brunches & Everything Else
3.6x higher social engagement rate
3 Bold & Bright Beauty Looks To Make Your Own This Spring
3.7x higher social engagement rate
3 Colorful Summer Looks For Every Kind Of Getaway
26% increase in engaged time spent on article
Designs: Aoife Clancy/Bustle
Client: Samsung
Sites: Bustle, NYLON, Input, The Zoe Report
Role: Writer & Editor
Elly interviewed emerging leaders in the music and fashion industries who are as invested in high-quality sound as they are in their signature looks. From hip-hop duo EarthGang to alt-rock trio LANY, Elly and these creators discussed how the sounds of their cities influence their creative pursuits. Incorporating BDG’s innovative tap-to-play card story technology, Elly collaborated with video and design teams to fully immerse readers in these artists’ worlds, from Brooklyn and Atlanta to Los Angeles and back again.
(Samsung) EarthGang’s Atlanta Sound Will Build You Up, Brick by Brick. Image: Matt Swinsky; DP: Mica Hall.
• 95% increase in viewer completion rate; 48% increase in engaged time spent
(Samsung) Singer-Songwriter Faye Webster Doesn’t See The Point Of Making Anything But Music. Image & Video: Matt Swinsky.
• 40% higher engaged time spent
(Samsung) Brooklyn DJ Natasha Diggs Wants To Lift You Up. Image: Sacha Perlstein/Bustle; DP: Marshall Stief/Bustle.
• 87.5% higher completion rate
(Samsung) How LANY Finished Mama’s Boy During One Of The Strangest Times In Music. Image & Video: Samuel Miron
Client: Urban Outfitters
Site: Bustle, NYLON
Role: Strategist & Editor
In order to launch UO’s Generation Renewed collection, Elly helped UO connect with Gen Z and Millennial audiences hoping to express all sides of their personality through style. Elly worked closely with the design team — through a mix of custom-designed card stories and engaging shoppable features — to spotlight UO’s partnerships with local artists across the country. Elly guided copy and overall story strategizing, ensuring UO’s message felt consistent, creative, and compelling across all storytelling elements.
Renew Your Spring Vibe With 12 Artist-Approved Styles From Urban Outfitters
(Urban Outfitters) Design: Emma Muro/NYLON.
(Dr. Martens) Image Designs: Aoife Clancy/NYLON
Client: Dr. Martens
Site: NYLON
Role: Writer & Editor
Elly had so much fun creating summer looks anchored by the new Dr. Martens platform sandals. Inspired by the brand’s relationship with music and wave-making creatives, Elly styled a handful of looks primed for everything summer has to offer: music festivals, art museums, park hangs with friends, and more.
These Platform Sandals Will Level Up Your Summer Style
18x higher social engagement rate
2x higher open rate for corresponding NYLON Dedicated Email
(Adidas) Image: Filippo Del Vita/Bustle.
Client: Adidas
Site: Bustle
Role: Writer
To celebrate this iconic sportswear brand’s Ultraboost 2 launch, Elly spoke with Olympic runner Shaunae Miller-Uibo about how doing what you love can empower those around you. Miller-Uibo’s incredible story stayed front and center when paired with minimalist styling and a colorful custom-built set, ultimately positioning Adidas at the front of the pack in the competitive sneaker space.
Runner Shaunae Miller-Uibo On How Doing What You Love Empowers Others
Client: Amazon Prime Wardrobe
Site: TZR
Role: Writer & Strategist
Amazon’s fashion selection is vast today, but in Spring 2019, the challenge was driving awareness among style-minded shoppers for Prime Wardrobe’s try-before-you-buy service. Reaching motivated readers was key, which is why Elly’s copy focused on spring trends with high purchase intent (who isn’t searching for a bright new look to pack for vacation — or a fresh wedding guest dress for greeting friends and family?). With Amazon’s priority pieces in mind, Elly wrote about the photo-ready ensembles that would shine for spring (content also ran on Bustle and Romper).
(Amazon Prime Wardrobe) Image: Emma Craft/TZR.
(Amazon Prime Wardrobe) Image: Emma Craft/TZR.
Client: Fossil
Site: Bustle
Role: Writer & Strategist
Space on the holiday gifting market is coveted, especially if you want to reach trend-conscious millennial shoppers on a budget. Elly positioned Fossil’s new watch and jewelry collections alongside other top-market lifestyle finds she knew readers were shopping for — curating each selection by style personalities that resonate with the Bustle audience.
(Fossil) Image: Hannah Whitaker/Bustle.
More Writing Highlights
How Managing Editor Lauren Caruso Refines Her Personal Style Brand For Fall, TZR x Macy’s, 2018. Image: Sacha Perlstein/TZR.
The Spring Denim Trends Team Bustle Can’t Wait To Wear, Bustle x JCPenney, 2020. Image: Stephanie Price/Bustle.
Cute Lounge Sets To Shop Before They Sell Out, NYLON, 2020. Image: NYLON Design Team.
Stylist & DJ Pamela Katz On Pursuing Your Passion in NYC, Bustle x Rimmel London, 2017. Image: Liam Goslett/Bustle.
Make Iconic adidas Sneakers Completely Your Own, Bustle x Adidas, 2019. Image: McKenzie Thompson/Bustle.
How To Channel Your Best Summer Vibes From Dawn To Dusk, Bustle x GAP, 2019. Image: Sacha Perlstein/Bustle.
Foolproof Tips For Holiday Party Dressing, Bustle x Macy’s, 2018. Image: Eric White/Bustle.
3 Standout Looks For Your Best Summer Night, Bustle x Adidas, 2019. Image: Filippo Del Vita/Bustle.
How Olivia Muenter Creates Her Personal Style Every Day, Bustle x Old Navy, 2018. Image: Sacha Perlstein/Bustle.
Ways To Make Your Favorite Denim Work 24/7, Bustle x GAP, 2019. Image: Eric White/Bustle.
Outfits For Your First Post-Grad Job That You'll Actually Want To Wear, Bustle x Citizen, 2017. Image: Sacha Perlstein/Bustle.
The Cool Girl’s Guide To Dressing For Your Daily Grind, TZR x Kenneth Cole, 2018. Image: TZR.
An NYC Artist Puts Her Spin On Summer Denim — And It’s All In The Details, TZR x AG Jeans, 2018. Image: TZR.
Fashion Editorial Assistant at Men’s Health
Taye Diggs' Secrets to Getting Better with Age, Men’s Health, 2015.
Working in menswear helped Elly to better understand how women’s and men’s fashion spheres intersect and influence each other. Elly assisted the style team on shoots, selected and called in clothes, interviewed sources and reported fashion news pieces , all while gaining a better understanding of the seriously intricate facets of menswear.
The Best New Styles for Spring Under $50, Men’s Health, 2015.
11 Shoe Stars of Instagram, Men’s Health, 2015.
The Right Way to Wear a Pocket Square, Men’s Health, 2015.
The 3 Best Hair Styles for Summer, Men’s Health, 2015.
Fashion News Contributor at AOL’s Cambio
BTS on Zendaya's New Shoe Line, Cambio, 2015.
Elly has found that one of the most exciting, experimental and enthusiastic readerships to write for is teenagers and college students. When AOL asked if she’d help expand their fashion reach to this demographic, she couldn't resist! Cambio was especially unique because the site was designed by Girls Who Code, an initiative that trains young women to become tech-savvy in a rapidly digitizing world.
24-Year-Old's Clothing Line Combats Police Brutality, Cambio, 2015.
10 Things You Can Learn From a 93-Year-Old Style Icon, Cambio, 2015.
Supervising Editor & Web Producer at WUFT News
Working as a reporter, web producer and supervising editor at WUFT News (Gainesville's PBS and NPR-affiliate news station), Elly wrote, photographed and packaged many hard news stories across several platforms. These stories required in-depth investigative research, in-the-field reporting, photojournalism, audio recording and editing to be used for radio broadcast.
New Village Point Development is Adjacent to UF's Former Hull Road Landfill, October 20, 2013.
Awards For This Story:
• First Place in Professional Investigative Reporting, Florida Associated Press Broadcasters
• First Place in Investigative Reporting at the RTNDA Murrow Regional Awards
• Region 3 Mark of Excellence, Society of Professional Journalists