CASE STUDY
The Brand
Izzy & Liv was a lifestyle brand created by Nicole W. Brown to celebrate Black women through products, storytelling, and cultural connection.
Launched in 2015, the brand was built in response to a marketplace that too often overlooked, flattened, or misrepresented women of color. Through apparel, accessories, subscription boxes, and lifestyle products, Izzy & Liv created a space where Black women could see themselves reflected with joy, style, and intention.
The Opportunity
As lifestyle brands and subscription boxes became increasingly popular, Izzy & Liv needed to stand apart in a crowded market.
The opportunity was to move beyond product alone and position the brand around the woman it was created for: her style, her culture, her voice, and her desire to feel seen in the products she brought into her everyday life.
The Strategy
The Couture Agency developed a visibility strategy centered on brand storytelling, consumer connection, and cultural relevance.
Our work focused on defining the Izzy & Liv customer, strengthening the brand narrative, and creating opportunities that would build credibility through press, product placement, events, collaborations, and influencer support.
Product Placement
With a deep media network and years of industry experience, we identified the right outlets and opportunities to place Izzy & Liv in front of audiences who were already aligned with the brand.
Through targeted outreach, thoughtful product placement, and relationship-led pitching, The Couture Agency secured more than 30 million impressions for Izzy & Liv in less than five months.
Events + Collaborations
We positioned Izzy & Liv beyond product, creating opportunities for the brand to show up in rooms where culture, commerce, and community were already in conversation.
This included a three-day pop-up installation at the 25th annual ESSENCE Festival and a three-city collaboration with legacy retailer Macy’s. We also led a branded pop-up moment featuring Carla Hall for a book signing during an ESSENCE event, bringing together visibility, cultural relevance, and real-time consumer engagement.
Guest List Strategy
For each event, the guest list was treated as part of the strategy.
We curated attendees with intention, inviting celebrities, press, tastemakers, and influencers who aligned with Izzy & Liv’s audience and could help extend the moment beyond the room. The goal was not just attendance. It was authentic coverage, meaningful engagement, and brand visibility that felt organic.
Influencer + Editorial Endorsements
We developed a targeted PR approach designed to put Izzy & Liv products directly in the hands of editors, influencers, and tastemakers who could move the brand conversation.
Each send was intentional, paired with thoughtful messaging and personal touches that made the brand feel considered. The response was immediate, with one breakthrough moment coming when Julee Wilson, then Beauty Editor-at-Large at Cosmopolitan, shared Izzy & Liv on her social platform.
