EXPERIENCE

Current
Sustainability Consultancy, Marshall Group
Freelance Copywriter, ARKET

2020-Current
SLIC, Founder and CEO
An accessory brand offering made-to-order pieces handmade in Stockholm

2014-2022
Make it Last, Founder and Editor-in-Chief
A creative agency specializing in style and sustainability

2015-2019
Space Matters, Founder and Editor-in-Chief
A moodboard-based inspiration hub for female creatives and occasional creative agency.

2010-2014
Rodeo Magazine, Editor-in-Chief
A glossy biannual focusing on Scandinavian style and culture.

Editorial and managerial skills aside, the above engagements have included consulting brands on identity-related strategies, creative concepts, advertising and PR campaigns, social media strategies and content creation.


SKILLS

  • Discovering, making space for and connecting talents in commercial projects.
  • Pushing for innovation and next-gen creativity.
  • An experienced editor, I’m good with words and people.
  • 15+ years in fashion media has resulted in extensive knowledge of the field, a rich reference library and a strong network.
  • Working tirelessly for representation and inclusivity.
  • Moving between the realms of style, culture, design and the arts.
  • Sustainability-driven brand positioning, campaigns and content creation.

LANGUAGE AND TECH SKILLS

  • Swedish (native), English (proficient, Spanish (intermediate)
  • Content management Wordpres, inRiver PIM, Bluestone PIM, Smartling
  • E-commerce Shopify, WooCommerce, MailChimp
  • Additional: Adobe Indesign, Photoshop, Premiere Pro, Keynote

PROJECTS

WEEKDAY, fall 2022
Revamp of concept Studio Made, the brand’s inhouse crafts atelier exploring the world of upcycling, remake and handicraft. Included capsule collections with Feben, Elias Chaabane and Anja Fredell.

H&M, fall 2021
Art direction for H&M Season, a full-house campaign including productions for all departments.

Circulose, fall 2021
Team-up with Circulose, a brand under textile-to-textile recycling company Renwcell, for the launch of first-ever Make It Last product, a modern take on the workwear jacket, produced by Fugeetex in Laxå. Concept and execution.  

Marshall Group, 2022-2023
Sustainability advisor and copywriter for the brand’s annual report for 2022 released just after the merge between Zound Industries and Marshall Amps making it a Group of $360M/year. Also involved making Business Partner and Supplier Code of Conducts and Circular Design Guides and similar documents.

Electrolux 2021-2022
Global campaigns with focus on clothing care. For advertising, PR and content purposes.

UNIQLO 2019-2020 
Social media strategy and production of creative concepts and content at the opening of Uniqlo in Sweden.

L’Oréal, 2019
Creative concept for the launch of Biolage R.A.W in Scandinavia. Included campaign concepts, events and interactive digital experiences.  

Filippa K, 2017-2018
Launch of Filippa K Circle, an early platform for sustainability-related ideas from brand and its network. Developed with sustainability manager Elin Larsson.

Other recurring clients include KICKS, adidas, ARKET, Vestiaire Collective and GANT.


EDUCATION

Aug 2022-Jan 2023
Curator Program
Stockholm University, Stockholm

Aug 2021-Dec 2021
Graphic Design
Berghs School of Communication, Stockholm

Sep 2003 – Maj 2005
Bachelor of Arts – Media Studies/Print Journalism
University of Westminster, London