BUTT MAGAZINE

GTM Strategy

After a ten-year hiatus, BUTT Magazine returned to a cultural landscape where queerness had evolved and the brand needed to evolve with it.

I led the relaunch social strategy with a clear challenge: update BUTT’s voice without losing its edge. At a moment when queer audiences no longer just consume culture but actively question it, we repositioned the platform as a stage for unapologetic self-expression rather than commentary. 

To bring the relaunch into the physical world, we created BUTT KIOSQUE. With support from Bottega Veneta, one of Saša J. Mächtig’s iconic K67 Kiosk structures appeared in the lobby of Palais de Tokyo during Paris Fashion Week.