My Portfolio
Below you’ll find my work from my Masters at London College of Fashion, work from Condé Nast College of Fashion and Design, along with projects from London Fashion Week and professional certificates.
What I'm Doing Now
Obtaining my Master's Degree in Strategic Fashion Marketing
This past year, I have deepened my expertise in branding, consumer insights, and global fashion strategy at UAL, ranked #2 in the world for fashion, art & design. I am currently completing my dissertation and will graduate in September 2026!
LCF Advanced Marketing Strategy Project
For this project, I was appointed as Customer Experience Strategist for Victoria Beckham Beauty, tasked with advising senior leadership on which emerging technologies the brand should invest in to elevate its customer experience. I produced a 3,000-word strategic case study recommending two complementary technologies: an AI-powered skin consultation and personalisation tool, and an AR-driven virtual try-on for VBB's colour and complexion products, building on insights from the Technology Acceptance Model and UTAUT to ensure both felt intuitive and trustworthy to VBB's core consumer. I backed both recommendations with primary research and industry benchmarking, and developed creative mockups to visualise the proposed customer journey. The project sharpened my ability to translate strategic theory into clear, confident, boardroom-ready recommendations.
LCF Consumer Insights Project
For this Consumer Insights project, I developed an Integrated Marketing Communications (IMC) campaign proposing a strategic repositioning of Rhode as a "real skin" skincare brand. Through primary research, including semi-structured interviews with target consumers, I identified a relatability gap caused by the brand's idealised, founder-led imagery, and used these insights to build a campaign moving Rhode toward authentic, texture-positive storytelling that supports its expansion into international markets like the UK and Australia. I structured the strategy using STP, the DRIP model, and the 4Cs framework, and translated the recommendations into tangible creative outputs, including a campaign mood board and an experiential pop-up concept. The project sharpened my ability to turn qualitative consumer insight into a clear, evidence-based marketing strategy grounded in real brand and cultural relevance.
LCF Fashion Marketing Strategy Project
For this Fashion Marketing Strategy project, I worked as part of a four-person team to develop a brand extension strategy for Totême, the Stockholm-based quiet-luxury label. After conducting an internal audit, SWOT, and competitive analysis against rivals such as The Row and Khaite, we identified an opportunity to extend Totême's Scandinavian minimalist philosophy beyond apparel through Café Totême, an experiential homeware and café concept launching at the brand's Stockholm flagship. I contributed to developing the creative concept, sustainability framework aligned with UN SDG 12, and a ten-year global expansion roadmap, alongside a full budget breakdown and stakeholder analysis. The project strengthened my ability to translate brand DNA into a scalable, insight-led retail innovation strategy grounded in market data and consumer behaviour.
LCF Brand Management Project
For this Brand Management project, I researched how Hermès can achieve brand growth in the European market by focusing specifically on Gen Z consumers. Through analysis of the brand's financial performance, competitive position, and core identity, I identified an opportunity in Hermès' underperforming beauty division, which offered a controlled entry point for younger consumers without compromising the exclusivity of the maison's core leather goods business. I used Kapferer's Line Extension Theory and Pine and Gilmore's Experience Economy framework to build two connected recommendations: developing Hermès Beauty as a heritage-led, craftsmanship-focused line extension, and introducing beauty-led experiential activations to build emotional engagement through immersion rather than traditional advertising. The project required balancing academic brand theory with real financial and competitor data, including SWOT and competitor analysis, to produce strategy grounded in evidence rather than assumption. It strengthened my ability to apply brand management frameworks to a real luxury brand challenge, translating theory into practical, growth-oriented recommendations.
KYLE HO
London Fashion Week 2025: Debute Show
I worked as a Production Assistant for designer Kyle Ho during his London Fashion Week debut show. In this role, I supported backstage operations, assisted with model fittings, coordinated looks, and ensured the smooth flow of show production. This experience gave me an inside look at the fast-paced world of fashion week and strengthened my skills in organization, teamwork, and attention to detail.
September 2024 Vogue Issue Pitch
For the slideshow, I pitched the September issue of Vogue, which was a key project in the program. The task involved presenting a comprehensive and creative vision for one of the most anticipated issues of the year. I focused on highlighting the latest trends, key fashion stories, and editorial themes that resonate with Vogue's iconic style. The presentation aimed to capture the essence of the issue through a curated selection of images, editorial concepts, and visual storytelling, reflecting both my understanding of Vogue’s brand and my ability to contribute to its creative direction.
Vogue Classic Shoot
In the Vogue Summer Intensive Course, one of the standout projects was self-directing a classic shoot where we chose to redefine denim. We had full creative control over the entire shoot, from conceptualizing the vision using mood boards to executing it. This included designing the makeup looks, working closely with the photographer, and incorporating a denim neck sash as a unique styling element. Our goal was to present denim in a fresh, modern way, demonstrating our ability to blend fashion trends with creative direction. This hands-on experience showcased our skills in styling, direction, and collaboration within a professional setting.
Vogue Still Life Shoot
The collage of photos from our still life shoot was designed to tell a compelling story through the shoes. Initially, I envisioned the shoes placed in front of a chair to suggest someone seated at a runway during fashion week, inviting viewers to imagine who might be in the chair. This concept aimed to create a sense of intrigue and elegance. However, as we pivoted in the studio, we shifted our approach to an advertising concept. This change allowed us to better highlight the kitten heel, focusing on its design and details in a more controlled and visually impactful way. The final result seamlessly blended storytelling with a polished, commercial presentation.
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Like to Know It
"Like to Know It" is a shopping platform that allows influencers and content creators to share their favorite fashion pieces, home decor, beauty products, and more with their audience. I use this platform to post fashion pieces I love, offering direct links for my viewers to shop the exact items. Each post includes photos of my outfits or styled items. I use this as a way to share tips on how to style these pieces, whether it’s layering, mixing patterns, or accessorizing to achieve different aesthetics. It’s an effortless way for me to recommend items I believe in while helping others recreate similar styles.
Relevant Coursework
Fashion Merchandising
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Fundamentals of Fashion Merchandising
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History of Dress and Culture
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Textiles for Consumers
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Merchandising Strategy Analysis
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International Merchandising
Marketing & Advertising
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Graphic Communications
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Intro to Marketing
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Social Media Analytics
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Brand Storytelling
Entrepreneurship
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Merchandise Planning and Control
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Retail Entrepreneurship
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Intro to Entrepreneurship
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Brand Management
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Retail/Distribution Management
Certification
LVMH Track 3 Certificate
Issued June 2025
The Inside LVMH Certificate is an 8-week program developed by LVMH and top fashion institutions that offers in-depth insight into luxury branding, innovation, sustainability, and customer experience within the group’s portfolio of iconic brands.
Certification
Condé Nast College of Fashion and Design Certificate: Fashion Media
Issued September 2024
Completed an intensive program exploring the intersection of fashion, media, and marketing. Gained hands-on experience in brand storytelling, trend forecasting, digital content creation, public relations, and fashion journalism, while learning from industry experts at the forefront of luxury and editorial fashion.
