I started in fashion design, moved into marketing, and somehow ended up happily living somewhere between strategy, creativity and culture. Over the years, I’ve worked across fashion and beauty, building brands, shaping 360° campaigns, developing concepts and turning insights into stories that people actually want to hear.

I’m endlessly curious about what’s happening around me: from the next beauty obsession to a shift in the way we dress, think, create or communicate. I like spotting the connection between culture and consumers, then turning those observations into ideas, narratives and brand experiences.

Writing is another way I feed that curiosity. I contribute to fashion, beauty and lifestyle publications, which gives me an excuse to research, obsess over trends and put my thoughts into words.

At heart, I’m interested in brands with a point of view, the ones that don’t just sell something, but create a world around it.

And yes, I probably will ask “but why?” at least three times before approving an idea.