Cowgirls might get the blues, but caption writers don’t — just tell us to write like we’re escaping an avalanche in a stagecoach of scorpion bank-robbers, or something.

In 2017, I helped Opening Ceremony concept a new fashion collection, writing copy for its social campaign and creating a voice guide which blueprinted company-wide language about the collection, from product listings to homepage text and press releases.

 
 
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Her suitcase was empty (is wanderlust planned?) but the scenery filled it: wildflower plaids, velvety tracksuits, dusty trench coats, biker-bar studs.

Cell reception fading, the girl made friends with a local. He was a scorpion, fond of lounging in burnout tees (and, from time to time, a honky-tonk dance floor).

When she returned to civilization, he came, too. Was it true love, or just a sting?

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Photos by Koury Angelo for Ma.de Los Angeles

 
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