Luxury fashion houses aren’t typically the first to adopt new digital trends. Which is why when Gucci teamed up with mytheresa to sell customisable versions of their iconic ACE sneakers it was kind of a big deal.

Also a big deal was me being the Creative Content Manager leading the project. To launch this campaign, I worked with mytheresa’s creative director to create a shoot concept that was out of this world (see, comic books with spacey covers), which I then helped execute by sourcing all props and providing visual direction to the fashion photographer on-set.

The cherry on top? I also got to write all the copy for the homepage, landing page, EDMs and to support the launch.