In summer 2014, I spent the summer working for SlasherGirl, an online womenswear startup by Miami fashion blogger Amanda Del Duca* that empowers women to combine multiple passions (for example, Del Duca is a stylist/writer, hence the slash in "Slasher Girl"). As part of a five-person team behind the project, I contributed to all aspects of the branding process, from identifying customer base to curating the company Tumblr, planning and hosting pop-up shop events, and promoting the brand at Miami Swim Week 2014. I also served as the company's blog editor.
I. POP-UP SHOPS
I assisted in planning, set-up, and hosting of two poolside pop-up shops over summer 2014: one at the Freehand Miami and the other at the Mondrian South Beach. The photos below are from the Freehand pop-up.
III. MIAMI SWIM WEEK
I headed coverage of Miami Swim Week 2014 on the SlasherGirl blog with daily posts featuring photos and reviews of fashion shows as well as interviews with top designers and stylists like Luli Fama and Nick Irwin.
As blog editor, I was in charge of curating images for the Tumblr daily that would inspire our customer base and draw them to our website. To accomplish this goal, I curated a mix of linked photos of merchandise from our own website and SlasherGirl interviews from our blog with images of powerful and iconic women who are bold and creative while unafraid to show off their femininity.
I assisted in a promotional photoshoot of SlasherGirl founder Amanda Del Duca in partnership with the SLS South Beach hotel ahead of Swim Week 2014 to promote SlasherGirl's presence at the fashion event of the year. I also assisted in merchandise photos featured online.
*Note: Del Duca has put SlasherGirl temporarily on hold while she pursues other projects.