Section 1: Site Merchandising and Content
Work from my time at Amazon and in social content, where data and creative direction had to work together.
Now Trending, Amazon Fashion
Product discovery content for Amazon Fashion's Now Trending landing page, published across desktop and mobile. Blended real-time data insights with trend-driven curation to surface what customers were actually responding to.
↘ Now Trending, Amazon Fashion
The Drop, Trend Curation Widget, Amazon Fashion
Managed the desktop widget experience for Amazon's The Drop, a brand built around limited-edition, influencer-designed collections. The widget highlighted a current trend and showed how Amazon's fashion experts curated a complete look using The Drop alongside other brands available on Amazon. Blended editorial storytelling with shoppability to connect customers to the full outfit, not just the hero product.
↘ The Drop, Trend Curation Widget, Amazon
Prime Day Instagram Reels and Snapchat Stories
How to Pack for a Hike, Customer Education Series
Educational fashion content designed to simplify decision-making by showing customers how to style and pack for a specific use case. Balanced clarity, utility, and shoppability.
Snapchat Stories, Friday Feature: Golden Hour
A men's style feature built around seasonal color, light, and mood. Focused on fashion storytelling through cohesive visuals and intentional pacing.
Holiday Prime Day: Pajama Jam
Playful, holiday-focused fashion content designed to feel celebratory and giftable while supporting Prime Day product discovery in a seasonal context.
Prime Day Early Access
Short-form social content created for Prime Day, built around fast visual hooks, trend-forward styling, and platform-native pacing to drive product discovery on Instagram.
↘ Prime Day IG Reels & Snapchat Stories
Section 2: Visual Merchandising and Retail
Floor sets, displays, and in-store experiences from my time at Lululemon, Bloomingdale's, and Shop Made in DC.
Led the women's ready-to-wear department to become the top grossing in the store and region through visual storytelling, outfitting strategy, and floor leadership. Also directed major resets across Home and PRIDE campaigns, maintaining cohesive brand execution at scale.
Women's RTW, Top Grossing Department, Bloomingdale's
↘ Women's RTW, Bloomingdale's
UnitedSTATE. Campaign, Men's SOHO Boutique Internship (2016)
A self-initiated internship at Lululemon's NYC SOHO (formerly the men's boutique) location where I developed and executed the UnitedSTATE. campaign. Built on outfit-driven storytelling, intentional color blocking, and hero item placement. Brought the framework back to my Austin, TX region, contributing to a 20% increase in men's monthly sales.
↘ UnitedSTATE. Campaign, Men's SOHO Internship (2016)
Visual Merchandising Training, Lululemon
Led ongoing team training on visual merchandising best practices and mannequin styling. Focused on cohesion, flow, and narrative so that every mannequin grouping felt connected and intentional rather than assembled.
↘ VM Training & Window Styling, Lululemon
Creative Merchandising Solutions, Lululemon
Originated the use of shelving as product dividers, u-bars above shelves, and lucite trays to contain and display accessories, bras, and underwear boxes in a functional, visually clean way. The approach proved effective enough that it was adopted across the region and later became a company standard, with each store receiving the necessary hardware to execute the strategy consistently across locations worldwide.
↘ Creative Merch Solutions, Lululemon
Mother's Day Display, Shop Made in DC
In-store visual merchandising built around warmth and sentiment. Used color, texture, and product grouping to create an emotional, gift-driven experience at the point of sale.
↘ Mother's Day Display, SMIDC
Section 3: Editorial and Installations
Creative projects from my time in fashion school and beyond, where the work had more room to ask questions than sell answers.
Co-directed and styled a magazine-format lookbook showcasing curated fashion editorials. Served as Editor in Chief and Stylist, leading creative direction, production, and collaboration across designers, writers, and photographers.
Models: Eddie Crochet and Connor Ryan
Photography: Bailey Phillips
Hair: Tanner Novaez
Location: Austin, TX
The Collective Magazine, Capstone Project (2016)
↘ The Collective Magazine, Capstone Project (2016)
A personal editorial series inspired by Lululemon Lab's experimental design and street-driven aesthetic. Blended Lab pieces with selections from other labels, focusing on utility, modern silhouettes, and expressive detail.
Models: Eddie Crochet and Connor Ryan
Photography: Bailey Phillips
Hair: Tanner Novaez
Location: Austin, TX
Lululemon Lab Inspired Editorial
↘ Lululemon Lab Inspired Editorial
Large-scale installation using 200+ donated jeans to visualize the environmental cost of denim production. Combined visual impact with educational storytelling to open campus-wide dialogue around sustainable fashion.
The Devil Wears Denim, Environmental Installation
↘ The Devil Wears Denim, Environmental Installation
Immersive mixed-media installation exploring the environmental impact of the exotic leather industry. Used symbolic contrast and sustainable materials to make the hidden costs of luxury emotionally tangible rather than just informational.
Unveiling Luxury's Environmental Shadow, Environmental Installation
↘ Unveiling Luxury's Environmental Shadow, Window Installation
All images, screenshots, and recordings featured in this portfolio are from publicly available sources or were captured during my tenure in each respective role.