Aimee Song Shares How She Built a Brand That Sold Out Instan

Teasing the Launch

When we were working on how to tease the launch, we were talking about video, and at first it was suggested to do really pretty videos, very editorial. I was like that’s not me. I’m a goofy person. I love to dance and I love to eat. We had a list of everything the Song of Style girl does. She travels, she works, she dances, she likes to have fun, she likes to cook, she’s curious, she likes to go to the museum. We had those concepts, and then we made something fun from it.