Conceived and led ZERO10 x Crosby Studios in SoHo — a first-of-its-kind physical retail concept for digital fashion that helped catalyse partnerships with Coach and Tommy Hilfiger and ZERO10's subsequent B2B expansion.
Drove 1.3M+ AR try-ons and 100+ international media features, while using collaborations with Crosby Studios, Tommy Cash, Barragán, Maisie Wilen and others to open new cultural audiences for the brand.
Owned global brand and marketing, positioning ZERO10 as a leading name in the emerging AR fashion category and building a 10-person in-house team plus 6 external specialists across brand strategy, creative, acquisition, partnerships and international communications.
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Led creative direction and content production across campaigns and collaborations, including Tommy Cash, Barragán, and Maisie Wilen, connecting cultural relevance with brand growth.
Built a cohesive marketing identity and communications strategy, translating ZERO10’s product innovation into a distinctive and recognisable brand across digital channels, partnerships, and international markets.
Conceived and led ZERO10 x Crosby Studios in SoHo — a first-of-its-kind physical retail concept for digital fashion that helped catalyse partnerships with Coach and Tommy Hilfiger and ZERO10's subsequent B2B expansion.
Developed the Open Call initiative to bring emerging digital fashion designers into the ZERO10 ecosystem, using an open platform for creative discovery and collaboration. Connected community engagement with brand positioning, expanding the brand’s cultural relevance and strengthening its role in shaping the emerging digital fashion category.
Owned the project end-to-end, from creative direction and spatial experience to content production and launch, attracting 2,300 guests, generating 9M+ organic impressions, and securing coverage across 52 top-tier media outlets.
Led ZERO10's brand and marketing strategy, positioning the company as a global leader in AR fashion. Built and led a 10-person marketing team across brand strategy, creative direction, acquisition, partnerships, and international communications, driving 1.3M+ AR try-ons and 100+ international media features, including Vogue Business, WWD, Forbes, and Highsnobiety.
