“As both a Creative Director and a Photographer, I led fashion shoots from concept to final curation — shaping styling, set design, lighting, and pose direction to craft bold, cohesive visuals. My goal is to make every image more than a product shot, but a narrative that connects with culture and drives engagement. ”
Creative Direction
Led creative direction for a fashion e-commerce startup specializing in high-quality corduroy apparel, blending vintage heritage with modern fashion trends.
Directed brand identity development, including visual storytelling, lookbooks, campaign shoots, and e-commerce presentation to ensure consistency and cultural relevance.
Oversaw end-to-end production of editorial and commercial shoots—managing concept creation, styling, set design, lighting, pose direction, and final image curation for different platforms.
Translated seasonal themes into cohesive creative strategies for product drops for over 40 collections, strengthening brand narrative and customer engagement.
Collaborated cross-functionally with manufacture, design and marketing teams globally to align creative execution with business goals and market positioning.
Established brand guidelines and aesthetic standards, setting brand aesthetics and elevating the company’s presence in both B2B and B2C platforms.
Explores mood, atmosphere, and narrative beyond clothing—capturing the emotions, textures, and aesthetics that define each concept.
(All images are curated/styled/photographed/retouched by XI, few may display experiments with AI tools.
Workflow
Define the creative goals, target platforms, and key messaging.
Establish the mood and story for the shoot.
Study the fabrics, collection aesthetics, and — for portraits or events — the theme and models’ characteristics.
Select color palettes and styling based on previous study and trend research.
Collaborate cross-functionally with design, marketing, and production teams to plan all details.
Negotiate and coordinate with photographers, talent, and vendors, source props and materials.
Monitor the shoot and oversee post-production to ensure images align with the original vision and campaign narrative.
Each shoot is tailored to its platform — from bold campaign imagery to clean e-commerce product shots and social-first content — ensuring every image feels cohesive, intentional, and engaging.
Adapting creative direction to target audiences and seasonal themes is also important.
Other than fashion editorials, sometimes drawings and cartoons can help with the entire creative process and marketing.
Editorials
Produced and managed editorials, portraits and event photo shoots from concept to delivery, coordinating logistics, locations, and talent.
Partnered with clients and creative teams to align visuals with campaign goals and messaging.
Designed and directed lighting, composition, and posing on set, ensuring high-quality results under tight deadlines.
Oversaw editing and retouching workflows to deliver polished, consistent images across platforms
Indie Short Films Poster and Ads
