An Unconscious Escape
Thom Browne x Yamahsita Kujita Pop-up Event
This is a Pop-Up event I created for the brand Thom Browne and the artist Yamashita Kukiji, inspired by the artwork Deification Of A Soldier. Surrealism is a reoccurring theme for both, which became the primary theme of this event. The concept of this Pop-Up is a surreal escapism from the mundanity of working culture.
This pop-up explores both Thom Browne’s iconic tailored ready-to-wear uniforms, and avant-garde couture garments.
Brightspot ‘Nusantara Market’:
Across the Archipelago
A curated retail space where contemporary brands and regional artisans reinterpret Indonesian heritage through fashion, craft and visual storytelling, transforming local culture into a modern, immersive shopping experience.
SPORTSWEAR IN INDONESIA
Consumer Research Project
Endless Summer with Never Fully Dressed
A strategic marketing proposal for Never Fully Dressed’s pop-up launch in Sydney, designed to increase brand presence and deepen customer connection. The campaign “Feel Good in Australia,” features curated press and influencer events, an on-site rental service, the brand’s debut runway show, spin-the-wheel activity and a branded NFD Bar. The experience-focused strategy merges fashion, community, and fun—bringing NFD’s feel-good ethos to the Australian market.
NikeSKIMS Brand Strategy
A consumer insight and strategy project analysing how Nike and SKIMS’ co-branding translates into customer-based brand equity among Gen Z women. Using primary survey data and secondary research, I identified key gaps in emotional connection, aspiration, and perceived value, and developed experience-led, partnership-driven, and product innovation recommendations.
