Concept development, direction, and production of a long-format online presentation brand and sales show. Two Seasonal online brand, strategy, and sales kick-off presentations for Stine Goya.
— Reimagining Fashion Communication During Global Disruption
When COVID-19 brought fashion weeks, showroom appointments and international travel to a halt, luxury brands faced a fundamental communication challenge. Working with Stine Goya, I helped develop and produce a digital presentation format that allowed seasonal collections to be experienced remotely while maintaining the emotional quality and commercial function of a physical showroom. The result was not simply a digital replacement. It became a new communication model.
Challenge: How do you launch seasonal collections while protecting long-term brand equity? Fashion relies heavily on physical experience. Buyers want to touch fabrics. Press wants access. Retail partners expect presentations. COVID removed those opportunities overnight. The challenge became preserving commercial momentum without compromising the brand experience.
My Role: Creative Direction, Campaign Production, Creative Operations, Stakeholder Management, Creative Producer, Creative Strategy, Production Leadership, Cross-functional Coordination. Worked closely with Stine Goya's internal teams to translate seasonal collections into immersive digital presentations supporting wholesale, marketing and internal communication.
Strategic Thinking: Rather than attempting to imitate a physical showroom, we treated digital communication as its own medium. The objective became creating a richer narrative than a traditional presentation could offer. Collections, interviews, brand philosophy and business communication were integrated into one cohesive experience.
Creative Execution: Produced two consecutive seasonal presentations combining editorial storytelling, collection showcases and founder communication.
The physical headquarters became both studio and narrative device, strengthening authenticity while creating a distinct visual language. A full-service production of Stine Goya’s ps22 collection, in close collaboration with the Stine Goya team, I developed a concept of the online presence of the brand, collections, marketing, and PR, during a time when physical interaction was not possible. The house of Goya became the TV studio, a contemporary, fresh-colored frame with the collection and models floating in as the objects—a concept we produced and collaborated on for two consecutive seasons.
The show consisted of multiple feature parts, some exclusively made for business partners, sales agents, and B2B. Giving a holistic view of the present, past, and future of Stine Goya commercially and creatively.
Business Impact: Enabled continued communication with buyers and partners throughout the pandemic. Supported international sales conversations despite travel restrictions. Demonstrated how digital experiences could extend—not simply replace—traditional brand communication.
Leadership Lessons: Disruption often reveals opportunities hidden inside established systems. Creative leadership is rarely about preserving existing formats. It is about designing better ones. Why It Matters; Brands that adapt quickly without losing identity build stronger long-term trust. This project demonstrates creative leadership during organisational uncertainty.
