MGK: UN/DN LAQR
UN/DN LAQR + FRED SEGAL - SUNSET BLVD, HOLLYWOOD CA
To mark two years of UN/DN LAQR, Machine Gun Kelly’s gender-inclusive nail polish brand partnered with Fred Segal for a holiday takeover and launch event at Fred Segal’s iconic Sunset Blvd location. The partnership introduced UN/DN LAQR nail polish, apparel, and accessories into five Fred Segal stores (four across Southern California and one in Las Vegas), expanding the brand’s retail footprint while celebrating a major milestone.
The event blended culture, fashion, and community—music by DJ Orange, cocktails by Casamigos, and a packed room that brought the brand to life IRL. The night also debuted the limited “My Nail Tech Is My Therapist” tee, further cementing UN/DN LAQR’s voice around self-expression and mental health.
The guest list reflected the brand’s cultural pull, with appearances from Green Day, Emma Brooks, Jaden Hossler, Iann Dior, and more. The result was a high-energy, highly visible moment that successfully introduced UN/DN LAQR to new audiences while anchoring the brand at the intersection of beauty, fashion, and culture.
UN/DN LAQR + CLEVELAND CAVALIERS - CLEVELAND, OH
For the grand opening of the Cleveland Cavaliers’ flagship team store at Rocket Mortgage FieldHouse, **Machine Gun Kelly’s gender-inclusive nail polish brand UN/DN LAQR teamed up with the Cavs to create a standout lifestyle product collaboration that amplified local pride and brand culture. UN/DN LAQR—originally launched by Machine Gun Kelly in 2021 as a genderless, self-expression-driven nail polish line—was designed to redefine beauty norms and empower individuality through bold color and cultural positioning.
At the store’s grand opening, UN/DN LAQR debuted an exclusive Cavs-themed polish collection available only at the new retail space, featuring team-inspired shades like 216 (matte black), Larry O (gold) and Let Em Know (burgundy wine) in collectible packaging with Cavs decals celebrating the city and franchise.
As Director of Creative & Strategic Launch Producer, our team oversaw the product collaboration, visual creative direction, and holistic launch event execution—blending sports, beauty, and cultural storytelling to extend UN/DN LAQR’s brand ethos into a new experiential retail environment. We aligned brand, product, and fan community through strategic creative assets, curated experiential elements at the event, and ensured the collection resonated with both Cavs fans and lifestyle consumers in a way that elevated UN/DN LAQR beyond a standard merchandise drop.
The collaboration harnessed Machine Gun Kelly’s hometown roots and cultural influence, activated a fresh wave of engagement around both the Cavs retail presence and the UN/DN LAQR brand, and demonstrated how lifestyle-driven product collaborations can expand cultural relevance across unexpected category intersections.
