My love of fashion is rooted in the intersection of storytelling and retail, and continues to evolve through creative production and commerce, facilitating a conversation behind the scenes between craft and operations. From fast fashion to luxury, I have worked across both physical and digital environments, engaging with a wide range of audiences grounded in a practical understanding of how people discover, connect with, and ultimately shop for their lifestyle needs.

Over the years, I have developed my creative fashion skills through personal and contract creative work, as well as assisting acclaimed stylists including Chad Burton, Cynthia Florek, Jillian Vieira, Jimmy Moorhouse, Matthew Chow and Peter Papapetrou. I have built working relationships with agencies like Plutino Group, P1M, Cadre Artist management, and LeDrew Models. My lead and assist work has supported a range of commercial and advertising productions for brands including Harry Rosen, Holt Renfrew, Joe Fresh, Canada Goose, Winners, Unbound Merino, Three Six Five Journals, Canadian Tire, Sleep Country and more.

Alongside my freelance production work, I have held in-house roles with a special interest in growing, independent Canadian companies—often joining at moments of change and developing systems where there weren’t any. From styling and visual merchandising to supporting marketing initiatives and the buying department, or collaborating on commercial productions and managing ecommerce—my work has included creating workflows, tools, and SOPs that support teams as they grow.

Across each role, the common thread has been my ability to connect creative vision with the practical systems, people, and processes required to bring it to life.

 

Andrews

I joined Andrews, a luxury womenswear retailer, on contract as Digital Production Coordinator & Stylist, working as an extension of the marketing team to execute ecommerce and content production. My role combined visual storytelling, production and styling, with an additional focus on establishing SOPs that would support an efficient approach to digital content.

Working in a hybrid environment, I coordinated talent, creative teams, location, budget and product logistics to produce multiple photoshoots weekly. The team explored a range of in-house and external studio capabilities and collaborated with different photographers, while working to define the visual direction of the brand.

The role was created to address a growing need for owned assets, as many brands reduced their in-house product photography or lowered their spend on usage rights, and the need for multi-brand retailers to create their own visuals increased. Andrews shifted from relying on majority vendor-supplied imagery to weekly ecom and content shoots, photographing approximately 40–60 SKUs per ecom day and producing images for approximately 90% of the seasonal assortment.

By the end of my contract, I had helped increase production output and established clearer workflows to support the team's continued growth. The experience allowed me to lead production and styling, and explore creative direction while building the operational structure to rapidly execute and turnover of content.

 

This photoshoot (right) was a project I directed from start to finish from creative direction, casting and producing, to styling the apparel and prop/room styling.

We shot 24 looks in studio over the course of one day with three quick set changes. Concepts were promoting the High Colour trend, Denim and Sustainable options within the brand matrix.

Below are some additional concepts I creative directed, casted, produced and styled for Andrews during my time there. Blog samples are available as well.

Content I worked on for Andrews was used across their website, social media and in store.

 
 
 

Andrews Ecomm

Due West

 

I joined Due West as a Buying & Ecommerce Assistant, supporting a small cross-functional team and reporting to the Owner/Head Buyer, Operations Manager, and Marketing Consultant. Alongside supporting ecommerce operations—including order fulfillment, customer care, social media, and email marketing—my primary focus was providing direct support to the Owner/Head Buyer.

My responsibilities included producing sell-through reports, processing purchase orders, coordinating market plans, and managing vendor communication across key international markets in Paris, Milan, New York, and Japan for a portfolio of more than 70 luxury streetwear, and premium outerwear brands.

During this period, the industry faced significant global supply chain disruption. Due West was also approaching its 30th anniversary and undertaking a full rebrand, including a website relaunch and partial store renovation. In collaboration with a UK-based design agency, I played an integral role in bringing the new ecommerce experience to life—developing workflows and templates for product management and descriptions, testing third-party integrations to support operations, and transitioning from vendor-supplied imagery to an in-house photography process.

I later stepped into the role of Ecommerce Manager, single-handedly executing the relaunch and managing the new platform, while leading order fulfillment, and customer care. I oversaw the migration, validation, and merchandising of more than 2,000 SKUs while shaping the assortment to deliver intuitive menus, navigation, and high-performing search. I also managed the seasonal flow of approximately 1,000 new SKUs within an assortment where products remained available online until sold out.

To the left are a few samples of Blog pages I wrote and designed on new brands and collection launches.

Below are some images from a co-op marketing effort I worked on with Due West and Canada Goose.

Additional Works