In 2008, the remarkable journey of Infashuated began within the humble confines of our Boston apartment. My partner Alicia Fairclough and I, fueled by an unwavering passion for fashion and a commitment to promoting stylish, cutting-edge, and environmentally-conscious products, discovered the tremendous potential of sharing the untold stories of unknown brands domestically and internationally. Armed with just a laptop and a determination to uncover hidden talent, we embarked on a quest to connect with emerging designers worldwide. Utilizing Google, we contacted these individuals, conducted interviews, and delved deep into the behind-the-scenes details of their infashuations and creative journeys. The incredible success stories and passion we encountered transformed Infashuated from a mere storytelling platform into an online fashion retail space.
Over time, we evolved into curators of an exceptional collection featuring independent and established labels. Infashuated became a strong advocate for the unique visions of these brands, remaining steadfast in our commitment to showcasing and disseminating their inspiring stories.
In the initial stages, my knowledge of photography was limited. Still, after acquiring my first camera and dedicating two to three years to street and fashion photography, I witnessed a progressive improvement in my skills. Engaging in street photography allowed me to cultivate expertise and build valuable connections with individuals from diverse backgrounds. Many of these connections became professional relationships, leading to invitations to brand launches, fashion shows, and trade events.
During this journey, a retail store was launched, coinciding with an opportunity to work with the Nike brand. My partner, an expert in the brand identity & design space played a lead role in refining the aesthetic of Infashuated. Despite limited knowledge, we invested significantly in fresh collections, secured a studio in Portland for photography, and diligently scouted talented models. Despite our inexperience, we persisted in building Infashuated into the flourishing enterprise it is today.
My Responsibilities:
Co-Owner
Creative Art Direction
Product Fashion Photographer
Stylist
Photo Editor
Emerging Designer Outreach
Content Creator
Event Networking
Retail Store Management
Model Scouting
Studio Management
Brand Advocacy

PpHaving no experience in product photography did not stop me. Using simple props like plants, chairs, backdrops, and different interior studios around Portland, Oregon, I was able to create exactly what I envisioned for the brand. I focused on soft color palettes and a very natural feeling that made people appreciate the clothing as well as the great design aesthetic. With the help of various friends, I was able to photograph and style the collections seasonally. It was also exciting to work with different models and capture their various personalities in each shot.
Having the creative eye of my partner, who has a background in branding and agency work, I was inspired to create a clean, visual aesthetic for Infashuated that competed with the likes of Kinfolk magazine's photography. At times, it felt like I was making it up as I went. This creative learning experience not only showed me how far I could take our visual aesthetic but also how much of a team effort this kind of work requires.

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In my role as Co-Owner and Creative Director at Infashuated, I served as both the photographer and director for models such as Caro Lai, Maya Harper, Maja Długołęcka, and T. As a creative director, my main responsibility was shaping the artistic and visual direction of Brian Nguyen our work. With the technical support of friend and Brian Nguyen , and the styling skills of Docia Nartey-Koram, I effectively adapted to different personalities, ensuring not only the best from our models but also their ability to provide the best for us. Each shoot was viewed as an opportunity for growth and experimentation.

Working within budget constraints, gaining access to photo studios like Beast Daylight Studio and The Portland Studio significantly contributed to our business's expansion. Before having access to these studios, my partner and I captured product shots and collection looks in our small Portland, Oregon apartment.
Artistic Vision
 Storyboarding
Planning  Image
Editing  Trend
Awareness 
Client Interaction

While building Infashuated™, my commitment to storytelling extended beyond the online retail platform. I believe in the power of narratives to inspire, educate, and connect with our audience on a deeper level. That's why we curated "In Journal," our vibrant blog that served as an extension of our brand ethos. As we strived to uphold Infashuated's cohesive visual identity, I embarked on illustrating each individual we interviewed for our "In Journal" blog section. Beyond being enjoyable, this approach enabled me to cultivate an iconic aesthetic across our social media channels and engage readers with distinctive visuals. Drawing was a natural passion of mine, making this aspect of the day-to-day work both fulfilling and enjoyable.

As Infashuated's Creative Director, I've cultivated a brand identity that seamlessly blends the clean lines and avant-garde spirit of modern minimalism with the vibrancy of contemporary fashion. Our aesthetic is a harmonious interplay of sophistication and subtle charm. This essence is perfectly captured in our logo, a striking [type color] design that incorporates [describe the logo's design elements]. It exudes a sophisticated yet understated elegance, setting the tone for the Infashuated experience. Complementing the logo is a playful mark, a [describe the mark - e.g., simple geometric shape, whimsical line art element] that injects a touch of whimsy and charm, reflecting the brand's multifaceted personality.
This design philosophy translates beautifully across all our digital marketing assets. Our promotional materials, whether website banners, social media graphics, or email layouts, maintain a cohesive look and feel. Clean layouts with ample negative space allow our products to take center stage in a visually compelling way. We utilize a [type color] palette that reflects both modern minimalism and the vibrancy of contemporary fashion.
Emails are designed to be informative and visually engaging, featuring clean layouts, high-quality product images, and concise, engaging copy that reflects our brand voice. These emails not only promote our products but also foster a sense of community within our audience. Our social media presence across Facebook, Twitter, Instagram, and LinkedIn is a vibrant reflection of our brand identity. We curate a visually appealing feed with high-quality product photography, lifestyle shots, and user-generated content. A consistent color palette ensures a recognizable brand aesthetic across all platforms.
We utilize captivating visuals and engaging captions to tell stories about our products, our values (simplicity, authenticity, mindful living), and the modern, sustainable lifestyle we represent. This visual storytelling fosters a sense of community by featuring user-generated content and actively engaging with our followers. We further solidify this connection by highlighting our commitment to sustainability through informative posts and partnerships with eco-conscious brands. Every detail, from the meticulously crafted logo design to the thoughtfully written social media captions, is designed to be timeless and resonate with our target audience. This meticulous approach ensures that Infashuated's brand identity is not just modern, but also enduring.

To keep our branding and messaging light-hearted and playful, we designed abstract and whimsical promotional material. Our aim was to create minimal and colorful content that didn't feel pushy or overwhelming with excessive emails and images. The choice was yours to click and explore our website and shop. This approach helped us build trust and loyalty with our audience. The soft palette was intended to be both calming and engaging. Our images highlight sales, seasonal changes, buy-one-get-one-free offers, sold-out notifications, Valentine's Day promotions, and free shipping deals, among others.

Infashuated Co Owner & Creative Director

Product Photography

Creative Direction

The Journal & Illustrations

Brand Identity

Promo Assets