Move with MICHI

MICHI is a women’s fashion-forward activewear brand founded in New York City.

Amid the pandemic’s disruption, I joined the MICHI team just as athleisure was becoming a buzzword and disrupting the dress code.

In my role as lead copywriter, I shaped the MICHI brand voice to reinforce its position as an innovator in activewear—long before the category became crowded. MICHI prioritized beautiful designs just as much as performance. The beauty of the silhouettes were easily captured in the photos, but copy needed to communicate the product’s strength to withstand even your toughest workouts.

Through a cohesive cross-channel strategy, I crafted messaging that seamlessly communicated the technical features and empowering feeling behind the product.

Copy, brand voice and customer journey for MICHI—a women’s luxury activewear brand.

The Full Look

Reviews revealed that MICHI customers felt best when wearing matching sets.

I applied this insight to refresh product copy, homepage messaging, and merchandising to speak to the full look.

MICHI merges runway-inspired design with functional performance. I captured this core brand tension through clear, consistent, and confidently bold copy at every touchpoint.