Yerum Chun
Yerum Chun is a content director + creative strategist based in New York working at the intersection of narrative, aesthetics, and culture. She builds campaigns and content systems that translate across platforms and feel grounded in the world people actually live in. She’s led creative across Alexander Wang, NeueHouse, and now at emcee, developing a creator-first content model built for how audiences watch, shop, and engage.
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Work- Bodywear for Alexander Wang
- Chapel Bar
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Cupid’s Door for Alexander Wang
- Andy Warhol: Photo Factory for NeueHouse
- New America for Alexander Wang
Presented on February 8, 2023, Cupid’s Door reimagined the runway as a platform for provocation and play. I developed and led the content strategy across social, building a phased rollout that translated the show’s themes into a multi-dimensional digital experience. From pre-show visual intrigue to post-show amplification, the campaign blurred fashion, performance, and cultural commentary—designed for maximum resonance online.
Cupid’s Door was ranked as one of the most talked-about NYFW campaigns in China, with strong media pickup across platforms.
- 10.5M+ Global Instagram Reach
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315%+ Global Instagram Engagement
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1.77M+ TikTok Views
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5M+ China, Weibo, WeChat + RedNote Impressions
Role: Social Strategy Lead | Concept Development · Script · Rollout · Copywriting
Phase 1 + 2: Tease + Hype
Animations · Announcement · In-Store ActivationWe introduced Cupid’s Door through simple, immediate visuals—a striking key animation, a direct announcement, and an in-store installation that hinted at the collection without revealing it. Early content established the tone and set the stage for a runway experience that would unfold in real time.
Phase 3: Launch
Livestream · Runway Stills · Runway Video
Launch centered on the show itself. We livestreamed the runway and released stills and video moments as they happened, letting the energy of the room drive the rollout. Real-time distribution pushed the collection into conversation as soon as it walked.
Phase 4: Amplify
Q+A Hosted by Nikita Dragun · Step-and-RepeatAmplification focused on personality and access: a post-show Q+A led by Nikita Dragun and a step-and-repeat moment that gave talent space to react, respond, and extend the world of Cupid’s Door beyond the runway.