Project Overview
Led brand strategy and narrative development for multiple fashion and creative brands, shaping how brands articulate who they are, what they stand for, and how they connect with their audience. This work focuses on clarifying positioning, refining brand language, and building cohesive storytelling systems that guide design, campaigns, and digital expression.

Scope of Work

Brand positioning and strategic direction
Brand language, tone of voice, and messaging frameworks
Narrative development for fashion brands and personal brands
Alignment of brand story across collections, campaigns, and digital platforms
Strategic guidance to ensure visual identity and communication feel cohesive and intentional
Translating abstract vision into clear, usable brand systems

Outcome
The result is brands that feel confident, differentiated, and consistent across every touchpoint. This project highlights my ability to move fluidly between strategy and creativity, ensuring that brand identity, messaging, and visuals work together as a unified system.

Project Overview
Through AI by AVANA, I develop AI-enhanced creative systems for fashion brands, designers, and creatives. The focus is on using AI as a creative accelerator, supporting campaign development, visual storytelling, and brand workflows without sacrificing aesthetic integrity or human vision.

Scope of Work

AI-generated fashion campaign concepts and visuals
Creative direction for AI-assisted imagery and storytelling
Development of AI workflows for content creation and brand assets
Integration of AI tools into existing creative and marketing processes
Ensuring all outputs remain aligned with brand identity and luxury standards

Outcome
This work demonstrates how AI can be used to enhance creative production, speed up execution, and expand visual possibilities while maintaining a refined, fashion-forward aesthetic. The project highlights my ability to bridge creativity and emerging technology in a way that feels intentional, human, and future-ready.

Project Overview
Led social media management and email marketing for Erika Peña, ensuring the brand’s digital presence reflected its luxury positioning, creative direction, and evolving collections. The focus was on translating the designer’s vision into consistent, engaging brand communications across social and email channels.

Scope of Work

Social media management, including content planning and brand-aligned messaging
Creative direction for social content to maintain visual cohesion and tone
Design and copywriting of email newsletters for launches, collections, and brand storytelling
Development of brand voice and narrative consistency across digital touchpoints
Alignment of social and email content with photoshoots, collections, and campaigns
Ongoing refinement of messaging to support audience growth and engagement

Outcome
The work strengthened brand consistency across platforms, elevated digital storytelling, and supported collection launches with clear, cohesive communication. This project highlights my ability to manage brand voice, visuals, and messaging in a way that feels intentional, elevated, and aligned with a luxury fashion audience.

Project Overview
Ongoing collaboration with Erika Peña, a luxury fashion designer, supporting the development and execution of seasonal collections. My role spans production management, design consultation, and creative support, ensuring collections are delivered with clarity, quality, and strong visual storytelling.

Scope of Work

Production management and sample development
Oversight of timelines, materials, and manufacturing coordination
Consulting on new designs, silhouettes, and collection direction
Strategic input on seasonal collections and product mix
Creative support for photoshoots, including concept development and visual alignment
Ensuring brand consistency across product, imagery, and presentation

Outcome
This collaboration supports the successful execution of collections from concept through launch, balancing creative vision with production realities. The work highlights my ability to partner closely with designers, strengthen collection cohesion, and elevate brand presentation through both strategic and creative contribution.

Project Overview
Market Hitch is a brand and platform concept reimagining how fashion brands and retailers discover, connect, and collaborate. I led the brand strategy, positioning, and creative direction for the platform, designing a visual and narrative system that bridges fashion, technology, and community.

Scope of Work

Brand strategy and positioning
Naming, narrative, and brand language
Visual identity and creative direction
Platform UX and visual system concepting
Go-to-market storytelling for a global fashion audience

Outcome
The project demonstrates my ability to design future-facing brand systems, translate complex ideas into clear visual language, and build platforms that feel editorial, intuitive, and culturally relevant.

Project Overview
AVANA Showroom is a global fashion sales and brand consultancy I founded and continue to lead. The showroom represents luxury resortwear and lifestyle brands across North America, Europe, and the Middle East, serving as a strategic bridge between designers, retailers, and markets.

Scope of Work
Through AVANA Showroom, I’ve led and executed:

Brand strategy and market positioning for multiple fashion labels
Creative direction for campaigns, lookbooks, and visual assets
Wholesale strategy and sales execution across global markets
Brand language, storytelling, and retail-facing materials
Go-to-market strategy for emerging and established designers
Strategic consulting across production, assortment, and growth

Outcome
Over 16+ years, AVANA Showroom has generated more than $15M in wholesale sales and placed brands with leading retailers including NET-A-PORTER, Revolve, Selfridges, and Bloomingdale’s. The project demonstrates my ability to scale creative brands commercially while maintaining strong identity, clarity, and market relevance.

Collateral available upon request.

Project Overview
NENITA is a luxury ready-to-wear and resortwear brand built from the ground up. I led the full creative, strategic, and executional development of the brand, overseeing everything from brand language and identity to collection design, production, campaigns, and digital presence.

Scope of Work
This project was an end-to-end build, including:

Brand strategy, positioning, and identity development
Brand language, tone of voice, and narrative direction
Full collection design across ready-to-wear, swim, footwear, and accessories
Sample development and production oversight
Creative direction and production of all photoshoots
Art direction, styling, and visual storytelling
Graphic design for brand assets, lookbooks, and sales materials
Website concept, structure, and visual direction

Outcome
The result was a cohesive, editorial-driven fashion brand with a clear point of view, strong visual identity, and scalable foundation for wholesale, digital, and future lifestyle expansion. The project demonstrates my ability to translate creative vision into a fully realized brand system that is both aspirational and commercially viable.

Collateral available upon request.