Infashuated began in 2008 in the Boston apartment I shared with my partner, Alicia Fairclough. We shared a love of fashion, an interest in environmentally conscious products, and a curiosity about the people behind independent brands. With a laptop and a lot of research, we connected with emerging designers around the world, interviewing them about their inspirations, processes, and creative journeys. Those conversations became the foundation of Infashuated, which grew from an editorial platform into an online store featuring independent and established labels.
Photography became a central part of my contribution. After buying my first camera, I spent the next two to three years developing my skills through street and fashion photography. Photographing people introduced me to different perspectives and helped build relationships that led to invitations to brand launches, fashion shows, and trade events. Those experiences shaped both my eye and the stories we shared.
As we expanded into retail and I began working at Nike, Alicia brought her expertise in brand identity and design to refining Infashuated’s visual direction. Together, we invested in collections, secured studio space in Portland, and connected with models to bring the clothing to life. I photographed, styled, and edited seasonal shoots, developing a natural aesthetic that reflected the brands we represented.
Building Infashuated gave me hands-on experience across editorial, photography, art direction, and retail. It was a shared creative effort that taught me to turn ideas into a brand while staying connected to the people and stories behind the products.
My Responsibilities
- Co-ownership and retail operations
- Creative direction and art direction
- Product and fashion photography
- Styling and photo editing
- Designer outreach and interviews
- Editorial and digital content creation
- Industry networking and event coverage
- Model scouting and studio coordination
- Brand storytelling and advocacy

I began photographing Infashuated’s collections without prior experience in product photography, learning by bringing my vision for the brand to life. Using simple props like plants, chairs, and backdrops in studios around Portland, Oregon, I created soft, natural settings that let the clothing take focus. With help from friends, I styled and photographed seasonal collections, working with models to capture their individual personalities.
My partner’s background in branding and agency work brought another creative perspective to our visual direction. Inspired by the clean, understated photography of Kinfolk, we developed an aesthetic built around soft color palettes and thoughtful composition. Much of the process involved experimenting and learning as we went. It expanded my skills in photography, styling, and art direction while showing me how much strong creative work depends on collaboration.

Ilana+Kohn+Lindy+Pants_AW19+-+Full-2.png

make a silver version instead of gold.png

As Co-Owner and Creative Director of Infashuated, I shaped the visual direction of our shoots and worked as both photographer and model director. I collaborated with models including Caro Lai, Maya Harper, Maja Długołęcka, and T. With technical support from my friend Brian Nguyen and styling by Docia Nartey-Koram, each shoot became an opportunity to experiment, learn, and develop our visual identity. I adapted my direction to each model’s personality, creating space for their ideas and individuality to shape the images.
Working within a limited budget encouraged us to be resourceful. My partner and I initially photographed products and collection looks in our small Portland apartment. Access to spaces like Beast Daylight Studio and The Portland Studio gave us more room to explore lighting, composition, and styling as the business grew.
My Responsibilities
- Creative direction and visual storytelling
- Concept development and storyboarding
- Shoot planning and studio coordination
- Photography and model direction
- Image selection and photo editing
- Trend research and visual references
- Model, stylist, and collaborator communication

Storytelling was central to Infashuated™, extending beyond the online store into our editorial platform, In Journal. Through interviews, we explored the people, ideas, and creative processes behind the brands we featured. I illustrated each person we interviewed, giving the journal a consistent visual identity that carried across our website and social media. These portraits added a personal touch to the stories and brought my love of drawing into the daily work of building the brand.

As Infashuated’s Co-Owner and Creative Director, I worked with my partner to develop a visual identity that balanced clean, minimal design with the personality of the brands we featured. Our approach gave clothing, photography, and editorial stories room to stand out through thoughtful typography, soft color palettes, and generous space.
I carried this direction across website banners, social media graphics, and email campaigns, bringing together product photography, lifestyle imagery, illustration, and concise copy. Each format had its own purpose while feeling connected to the same brand.
Our communications introduced the people and ideas behind the collections alongside the products themselves. Designer interviews, seasonal imagery, and editorial content helped us share our interest in independent design and environmentally conscious products. My goal was to create a consistent, recognizable identity that felt personal and could grow with Infashuated.

We designed Infashuated’s promotional materials to feel lighthearted and playful, using abstract imagery, minimal layouts, and a soft color palette. The goal was to invite people to explore the shop at their own pace, with clear messaging that felt welcoming rather than pushy.
This approach carried across seasonal updates, sales, buy-one-get-one-free offers, sold-out announcements, Valentine’s Day promotions, and free shipping campaigns. Each piece balanced practical information with the brand’s personality, keeping our communications consistent, colorful, and easy to engage with.

Infashuated Co Owner & Creative Director

Product Photography

Creative Direction

The Journal & Illustrations

Brand Identity

Promo Assets