All Projects

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ROUHI

Rouhi is a London-based womenswear brand known for its luxurious knits, striking patterns, and elevated take on wardrobe essentials. Rooted in the philosophy that clothing is a “reflection of one’s soul,” Rouhi merges craftsmanship with intentional design.

My contributions:

AW24 E-commerce Campaign – Led art direction and fashion styling, incorporating movement and accessories to enhance visual storytelling. Developed a detailed moodboard and provided movement direction to achieve dynamic, expressive imagery.

SS24 Marketing Street Campaign – Contributed to concept development, execution, and styling assistance, playing a key role in the brand’s first viral moment.

ASOS Feature & Collaboration – Crafted compelling creative copy, brand messaging, and positioning strategy for Rouhi’s debut feature and collaboration with ASOS, strengthening the brand’s presence on a global retail platform.

Media & PR Strategy– Provided strategic input on the brand’s messaging for the founder’s interview. Managed influencer and celebrity product drop-offs, facilitating placements—including pieces seen on Shenseea.

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ROUHI STREET CAMPAIGN

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ROUHI SS24

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JÚ MORANSA 

JÚ MORANSA is a slow fashion brand that embraces African heritage and sustainability, blending cultural storytelling with contemporary design. The brand, led by visionary designer Jucelyne Nhanro, draws inspiration from her Bissau-Guinean roots, showcasing rich cultural narratives while committing to environmental consciousness and ethical practices.

My contributions:

PR & Brand Partnerships – Established a structured fashion loan agreement for stylists, fostering seamless collaborations. Liaised with stylists and magazines to enhance partnerships, leading to brand features in GUAP Magazine and Nataal Media.

Social Media & Community Engagement – Crafted compelling social media copy, managed DMs and email inquiries, and maintained a calendar of culturally significant dates (e.g., Africa Day) to align with the brand’s identity.

Influencer & Outreach Strategy – Developed and managed a roster of influencers for strategic partnerships. Initiated outreach to PR agencies to expand brand visibility and strengthen industry relationships.

Brand Storytelling – Crafted a refined brand and designer bio to be distributed alongside lookbooks, reinforcing JÚ MORANSA’s identity and values across key marketing and promotional materials .

Image rights posted below belong to JÚ MORANSA.

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JÚ MORANSA: for Nataal Media

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JÚ MORANSA: FORMOSA MOODBOARD

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JÚ MORANSA: AW23 LOOKBOOK

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JÚ MORANSA: FORMOSA

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DALIYAH JO – "STUCK" VISUALISER

For Daliyah Jo’s Stuck visualiser, I contributed to fashion styling and image direction, ensuring that the visual elements aligned with both the creative director’s vision and my personal interpretation of the song’s themes. This project marked my first experience as a stylist, allowing me to bring a fresh perspective while translating emotion into fashion.

My contributions:

Fashion Styling & Image Direction – Curated two distinct looks to capture the visual and emotional essence of the song. The first aligned with the creative director’s vision of an earthy, green-toned world representing reflection, release, and soft love. The second look was a more conceptual, symbolic look that reflected the song’s themes of navigating your 20s, reconciling dreams with reality, making relationship mistakes, and feeling at a crossroads.

Hairstyling Direction – Selected and assisted in decorating the hairstyle to enhance the visual storytelling and emotional depth of each scene.

Concept Alignment – Ensured that styling choices reflected both the director’s intended aesthetic and the song’s introspective themes of struggle, hope, and feeling stuck.

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DALIYAH JO - STUCK VISUALISER

Look 1: Soft, Ethereal & Dreamlike

For the first look, I aimed to bring the creative director’s vision to life—soft love, reflection, and untying—by selecting elements that conveyed delicacy and renewal. A cream lace maxi dress served as the foundation, its airy texture symbolising both fragility and resilience. To enhance the softness, I incorporated real flowers into the hair in a blush tone, representing tenderness and emotional release.

Accessories like a pearl-detailed belt and a baby pink corsage necklace tied into these floral details, reinforcing the theme of romance and quiet transformation. The look blended seamlessly with the earthy, green-toned set, creating a dreamlike world that visually embodied hope, healing, and new beginnings.

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DALIYAH JO: STUCK VISUALISER

Look 2: Preppy Chic

A more conceptual, symbolic look that reflected the song’s themes of navigating your 20s, reconciling dreams with reality, and feeling stuck. The styling choices acted as visual storytelling elements:

Red tights added a playful yet symbolic contrast—red often represents love and passion, but also stopping, reinforcing the theme of feeling stuck.

Bubble ponytail adorned with red ribbons evoked a sense of childhood nostalgia, mirroring the lyric “little girl me, with the crazy big dreams.”

A poofy skirt reminiscent of a childhood birthday dress played into the idea of youthful idealism and longing.

A sequined argyle top tied everything together—argyle, often associated with preppy schoolwear, referenced her younger self, while the sequins added a sense of grandeur, reflecting big dreams that feel slightly out of reach.