THE AVENUE MAGAZINE, ISSUE 21: PLEASE
Editorial Direction
→ Creative Direction: Lauren Violette & Jenna Ory
→ Design Direction: Ellie Fulkerson
ABOUT
During my third year at Northeastern University, I served as Creative Director for The Avenue, the university's student-run fashion magazine. This 136-page issue centers on the theme of pleasure—explored as a question, an action, and a feeling. PLEASE investigates the inherent contradiction of human desire: where pleasure and discomfort coexist, and beauty and the uncanny are inseparable.
MY ROLE
As Creative Director, I led a creative team of over 200 students, overseeing styling, hair and makeup, graphic design, photography, video, and communications. Collaborating with co-creative director Jenna Ory, we conceptualized and developed the magazine from initial idea to final execution. I designed much of the front matter, posters, and merchandise while also directing and photographing my own editorial spread.
CREATIVE VISION
PLEASE embodies tension, intimacy, and controlled provocation through high-contrast portraiture, body-focused compositions, and saturated reds interrupting neutral backgrounds. We juxtaposed sleek minimalism with raw emotion—tight crops alongside dramatic negative space, editorial restraint beside moments of vulnerability. The result feels simultaneously polished and visceral, controlled yet emotionally charged.
PROCESS
Research began with studying editorial publications at Leica Store Boston, where examining photography books and discussing sequencing solidified our visual direction. I coordinated 25 photoshoots with 200+ participants, creating detailed briefs that balanced specific guidance with creative freedom. On set, I guided styling, lighting, and composition decisions while conducting real-time reviews to maintain our cohesive vision across three signature 12-page spreads and numerous editorial productions.
Working with design director Ellie Fulkerson, we developed a comprehensive style guide establishing typography, grid structures, and visual principles. Our iterative process involved multiple layout rounds and collaborative critiques, creating thoughtful transitions between stories that elevated both photography and text.
PRODUCTION & LAUNCH
Collaborating with Puritan Capital, we selected paper stock and reviewed proofs to ensure color fidelity and typographic precision. Our launch at Northeastern's Egan Research Center featured curated displays, an original short film, and Poppi sponsorship—all 300 copies were distributed to the capacity crowd. We extended the PLEASE identity through limited-edition posters, branded merchandise, and a coordinated social media campaign.
