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Chainstitch Embroidery NYC

@apprvl

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Chainstitch embroidery by Megan Mussari
since 2016📍 nyc and beyond
For events/activations and inquiries ⤵️
[email protected]
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More photos of the interior of the Trailblazer Atelier I designed for @veronicabeard Madison Ave flagship in NYC. Special thank you to @by_overnight for bringing me on as Creative Director/ Production Designer. We created a Trailblazer Atelier for the interior of the store plus windows on 77th St and Madison Ave. Special thanks to all the collaborators on this project it was an amazing creative experience. Creative Director/ Production Designer : @htnyc Executive Creative & Production: @by_overnight Fabrication : @konduitnyc to the incredible Soft Goods Team 🙌 Mantra Ribbon Embroidery: @apprvl
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I had the privilege of customizing @veronicabeard ‘s Trailblazers with embroidered mantras stitched by the talented Megan Mussari (@apprvl ) who helped bring this campaign to life. I am beyond grateful for the opportunity and incredibly proud of Megan whose vision has traveled internationally, known as the “Trailblazer Atelier”. It’s such an empowering concept - combining this historic craft with a meaningful temporary accoutrement in the form of phrases that inspire action, particularly for women. I was so excited to be a part of it, and 20% of the proceeds that day supported the breast cancer alliance! #chainstitchembroidery #atelier #trailblazer #veronicabeard #mainline
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Finally posting these gorgeous windows I designed for @veronicabeard Madison Ave flagship in NYC. Special thank you to @by_overnight for bringing me on as Creative Director/ Production Designer. We created a Trailblazer Atelier for the interior of the store plus windows on 77th St and Madison Ave. More pics of the interior and windows to come! Windows up through Nov. Swing by and check out 🎀 special thanks to all the collaborators on this project it was an amazing creative experience. Creative Director/ Production Designer : @htnyc Executive Creative & Production: @by_overnight Fabrication : @konduitnyc to the incredible Soft Goods Team 🙌 Mantra Ribbon Embroidery: @apprvl
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20 slides, 4 days, and a few of my favorite people all wrapped into 1 post. It’s not everyday you get to work with your friends, but most especially- behind a giant Gap bag in the middle of Rockefeller center during NYFW. Incredibly thankful for @apprvl for putting together the dream team, @strawberrylumpzz @victoriaroseadrian @twatsquat ! We had the opportunity to customize on the new Gap Bag 4 days straight for anyone who came by the booth. I’ll be shrimps next to these ladies any chance I can get ❤️ I don’t think we got a final tally on how many bags we went through over the weekend, but it felt record breaking. Just your average sweat goblins after a 10hr day. It was a family affair with @jenmussari hand painting monograms on the tags! Huge shout out to our guy @thetravelinggays for taking care of us all weekend. 🫶🏼 @strawberrylumpzz Mi princessa! ✨ @twatsquat handled business all 4 days, all the while keeping morale up and capturing some of the most iconic moments. A classic event debrief. @taylors.take being a pigeon wrangler. Couldn’t have made it through the weekend without her and Ryan ❤️✨ Honorary celebrity sighting gets their own embroidery. @victoriaroseadrian tag teamed the remaining 2 days in Joy’s place ☺️🫶🏼 Not pictured, the humidity. Very niche things happening in the plaza. And that’s a wrap for 4 days straight of stitching with the most talented crew of women, in 90% humidity, 2000 or more people cruising through the box and man handling some bags under our needles. 🪡 The perfect meme
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An evening at @lucindasnyc celebrating Stetson & THE GREAT., Chapter Two. Good company, Western spirit, and a night rooted in a shared love of craftsmanship, style, and the heritage of the West. 📸: @westonkloefkorn
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Last night was a vibe. ✨ Had the best time performing at the @stetsonusa x @thisisthegreat_ launch party. 🤠❤️👢 📸: @westonkloefkorn
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If not you, who? So many inspiring mantras @veronicabeard — loving Trailblazer and the badge of honor these personalized @apprvl ribbon embroideries create✨ Live out loud!
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Curtains up, tomorrow…
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Yes, we are the roommates that will get matching sweaters with our names on them Embroidery with a purchase @sezane Williamsburg today! 💌Embroidered by @apprvl
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There’s nothing like an east coast summer. We spent the weekend in Bridgehampton with @gthrgirl , for an afternoon of sun, style, and easy comfort at @polohamptons
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Embroidered jerseys for @nike x @asos ⚽️💕
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Life has a funny way of bringing us full circle. 🌀 This week, I found myself offering energy clearings and tarot readings at a beautiful brand activation, and it reminded me of how so much of this journey began. Years ago, I started doing pop-ups like these, sitting with editors, creatives, and beautiful souls in the fashion industry—holding space for conversations that often went far beyond what was happening on the surface. What started as a few intuitive readings and energetic check-ins slowly opened doors, created connections, and ultimately became part of the path that led me here. There is something so special about meeting people exactly where they are, offering a moment of reflection, guidance, and connection in the middle of an otherwise busy day. Looking back, I could have never imagined where those early opportunities would lead. The people, the friendships, the collaborations, and the trust that has been built along the way continue to amaze me. Today, I’m simply filled with gratitude—for every brand that believed in this work, every person who sat across from me with an open heart, and every experience that helped shape this journey. A beautiful reminder that when you follow what lights you up, even the smallest moments can become part of something much bigger. ✨🤍🔮 Feeling grateful for the path, the people, and the magic that continues to unfold.
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