Fashion & beauty marketing

Start from something real

When describing a collection’s character, I stay connected to the product’s actual details. Material, form, use or a design decision can provide a stronger beginning than an abstract adjective. An aesthetic narrative still needs to answer practical questions.

This area concerns brand and product communication. Claims requiring specialist knowledge need appropriate sources and review; creative copy cannot substitute for that evidence.

Visual direction and publication planning

I use a moodboard to explain decisions about light, colour, framing, scale and typography, not just collect attractive images. It can show which needs existing assets cover and which shots remain missing.

A launch can reveal its main story, product details and usage questions across different stages. Saying everything on day one and withholding essential information for too long can both make the experience harder to follow.

Practical elements of the work

• A central narrative for the collection or product.
• A creative brief connecting shoot requirements to publication needs.
• Consistent information across campaigns, e-commerce and social content.
• A plan for preparation, opening and follow-up stages.
• Editorial review of product copy, image explanations and destinations.

Read content alongside the product experience

Rather than ask text to compensate for an unseen detail, describe what the image needs to show. Likewise, a strong image need not be followed by a generic slogan when the reader has a specific question.

Review framing, readability and access to information on mobile. A composition that looks impressive on desktop can lose essential details on a smaller screen.

Explore the approach

The Porland archive documents moodboard and e-commerce content contributions linking visual production with publication needs. The guides below discuss collection planning, product storytelling and visual direction separately, with practical questions for applying each approach.