Fashion is beautiful, but it comes at a unbearable cost. The industry is one of the biggest polluters in the world, which makes it more important than ever to reflect on what we wear and how we consume.

In 2014 I started working at Paris Fashion Week. During that time I had the chance to witness the behind-the-scenes of the most “glamorous” big players in fashion. It shaped who I am today—but not in the way most people would expect. I was captivated by the creative artistry, yet equally confronted with how brutally the industry treats the planet. Taking Karl Lagerfeld as an example: placing a 265-tonne real iceberg from Sweden in the middle of the glass-domed Grand Palais. A breathtaking spectacle on the surface—yet a stark symbol of the industry’s deeper contradiction. The same system that aestheticizes nature so effortlessly is simultaneously willing to exhaust real resources for the sake of a fleeting image. The ecological cost is externalized, hidden behind beauty and spectacle. That paradox stayed with me. I realized the fashion industry wasn’t where I belonged. From that point on, nearly everything I chose to own was second-hand. I’m convinced the world doesn’t need more “new” — we need intention, durability, and meaning. This is why I gravitate toward brands that genuinely challenge the system: those moving toward circular models, using recycled materials, or rethinking design so that each piece carries a story instead of feeding a trend cycle. Fashion, for me, is a form of self-expression. Real style isn’t dictated by what’s trending; it grows out of who we are.

I help brands and creators who share these values translate them into powerful visual storytelling. If your mission is to create responsibly, rethink the system, or bring more meaning into the fashion world, I can turn that vision into imagery that resonates — honest, intentional, unmistakably you. If you want your values not only to be stated but to be seen, I’m the right partner.