Jainnie Cho

Jainnie Cho

Editor, T Brand Studio, The New York TimesLondon, United Kingdom
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Milica Krstic
Emma Harrison
Jainnie Cho

Jainnie Cho

Editor, T Brand Studio, The New York TimesLondon, United Kingdom
About me
Journalist, editor and branded content specialist based in London. Now working at The New York Times's T Brand Studio International, I have written for publications including Monocle, The Times, The Economist's 1843 and Tank magazines, among others. Prior to gaining an MA in fashion journalism at Central Saint Martins, I spent seven years covering culture, lifestyle, business and current affairs with the Korean arm of The New York Times. I specialise in luxury, fashion, culture and lifestyle content, having worked with brands including Hugo Boss, Bulgari, Lane Crawford, Amazon Fashion, Dorchester Collection, Hennessy and Givenchy, among others.
Projects credited in
  • Love: The Spoken Word
    Love: The Spoken WordHow can readers explore the meaning of love and togetherness in a new and engaging way? The Problem: This year, Burberry’s festive campaign celebrates the notion of togetherness for everybody, everywhere. The brand partnered with T Brand Studio to explore authentic stories of community and unity in depth. The Insight: New York Times readers believe in the power of togetherness. Eighty-one percent of affluent New York Times readers like to be surrounded by different people, cultures, ideas a
  • Challenging Hair Stereotypes
    Challenging Hair StereotypesA campaign between The New York Times x Dove exploring how Gen Zers and their parents see their hair as a way to embrace positive identity and greater diversity.
Work history
    London EditorThe New York Times, T Brand Studio
    London, United KingdomFull Time
    As the London Editor at T Brand Studio International – the international branch of The New York Times’s in-house branded content and creative agency – I conceptualize, pitch, write, commission and edit multimedia branded content pieces. Some of the brands I worked with include Hennessy, Bulgari and Dorchester Collection.
    Copy/Features WriterLane Crawford (HK)
     - London, United KingdomFreelance
     Write all online fashion features content for Lane Crawford, covering labels including Louis Vuitton, Gucci and Lanvin and interviews with designers.
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  • Copywriting
  • Journalism
  • Ad Copywriting
  • Article Writing
  • Marketing Strategy
  • Branded Content
  • Native Advertising
  • Content Writing
  • Fashion Copywriting
  • Editing Copy
    Central Saint Martins (UAL) logo
    Central Saint Martins (UAL) logo
    MACentral Saint Martins (UAL)
     - London, United Kingdom
    MA in Fashion Journalism, Central Saint Martins College of Arts and Design, University of Arts London
    BAKorea University
     - Seoul, South Korea
    BA (Double Major) in English Language and Literature & European History, Korea University, Seoul, Korea