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• Single-handedly responsible for creating all fashion and beauty original content for the Middle East, Arabic and South Asian titles of the Hello! Group, producing on-trend and informative content • Conceptualise and art direct all editorial, still life, fashion, beauty and personality photoshoots for the Arabic, South Asian and International markets relevant to the region • Produce weekly and monthly fashion and beauty trend pages and reports. • Conduct interviews with royalty, celebrity and fashion designers, such as Sheikha Alia Al Qassimi • Working with strict timings and deadlines in a small team environment. • Have an extensive network of fashion, beauty and lifestyle brand contacts
• Styled all model looks for the e-commerce website • Created styling guidelines for Boutique1.com • Assisted the studio manager to coordinate the day to day running of the studio • Advised product editors in categorising and cross-selling • Liaised with the online fashion editor in planning trends for weekly editorial updates
• Styled both womanswear/menswear outfits on models • Worked with the Matches luxury brand portfolio to style outfits for E-commerce website • Developed brand awareness, price points and trend research to meet the demands of customers • Visual merchandised looks to style daily outfits for the website • Directed shoots and liaised with re-touching departments • Assisted with the implementation of studio image/style guide and model castings • Styled editorial and marketing campaigns