Fashion & Beauty Projects

Creative direction and campaign development for fashion, fragrance, and lifestyle brands with a focus on luxury positioning, authentic storytelling, and multi-platform engagement.

Anine Bing — Savage Rose Fragrance Launch

I directed the global launch of Anine Bing’s first fragrance, bringing a fashion-forward brand into a new luxury category. From concept development to campaign rollout across retail, e-commerce, and PR events, the launch doubled the brand’s revenue and strengthened its identity in the beauty space.

Beautycounter

I led art direction for Beautycounter’s beauty campaigns, overseeing photography, casting, and styling for product and model shoots. The work emphasized clean light, honest skin, and natural energy — translating the brand’s mission into a modern, editorial visual language.

Robb Report

As art director for Robb Report’s visual content, I shaped editorial layouts and photography direction for luxury features. The work demanded precision — balancing bold storytelling with high-end restraint across both print and digital formats.

La Femme

Directed art and fashion editorial for La Femme, a bold, bilingual print magazine. My work spanned layout, type systems, and visual language for a publication that merged glamour with cultural critique.

YogaLife

I helped launch one of the Middle East’s first holistic lifestyle magazines — building a brand rooted in wellness, balance, and self-discovery. The work spanned print, digital, and community activation across four countries.

Dubai Mall

Worked on visual storytelling for Dubai Mall’s lifestyle content, including editorial features and photographic direction across seasonal campaigns. The imagery was designed to highlight both retail luxury and real-life movement.

FIGS

For FIGS, I developed creative that pushed beyond clinical visuals — pairing lifestyle-driven art direction with messaging rooted in purpose. This work emphasized dignity, confidence, and connection in the healthcare space.