HSN — The Fashion Edit
(Services)
Art Direction
,
Content Strategy
,
Creative Strategy
(Industry)
Retail
(Year)
2025
(Information)
Client: HSN · Industry: Retail
Role: Art Director, Creative & Content Strategist
Services: Art Direction, Creative Strategy, Content Strategy, Photo & Video Production
(The idea)
HSN’s tagline is “It’s fun here.” This work takes that line literally. Jewelry and fashion are shot as moments of personality, not product shots: a smile, a bitten fingertip, a stack of bangles that turns into a party. Each collection becomes a lifestyle statement, not an accessory.
(My role)
I directed creative strategy and production for HSN’s jewelry and fashion campaigns. I led photo and video end to end, including styling, lighting, model direction and post-production, for broadcast and digital.
(Hero campaigns)
Three jewelry heroes, each with its own headline:
FRESH CUT, spring-inspired rings: statement gold rings and a playful bite, set against floating pink daisies.
ARM PARTY: a stacked wrist of gold, crystal and a turquoise watch, with a cobalt dress and pink nails.
ADD SPARKLE EVERYWHERE: hoops and a direct gaze on warm yellow, under the Fashion Edit masthead.
(The unexpected still life)
Diamonds on melting popsicles. Fine jewelry dropped into summer’s messiest treat makes sparkle feel playful instead of precious, and makes “It’s fun here” literal.
(The Fashion Edit)
A shoppable editorial hub on HSN.com that brings magazine-style storytelling to a retail site. It’s organized into three parts:
Denim on Denim: the hero story
Denim Trends: four fits, numbered and explained
The Fall Look Book: full looks with styling credits, video, detail crops and “Shop This Look” buttons
(Visual system)
Bright, high-key light and real smiles. The headlines mix an elegant italic serif with a clean sans-serif. Color comes from the set itself (daisies, cobalt, saturated yellow) and repeats in the type. On the web, editorial grids, bold color blocks and textile patterns make shopping feel like flipping through a magazine.
(Deliverables)
3 hero campaign banners · 1 animated still-life ad · Fashion Edit editorial landing page · Look book with video and shoppable modules
“Elevating everyday moments into cinematic retail experiences that inspire purchase.”
More Projects
HSN — The Fashion Edit
(Services)
Art Direction
,
Content Strategy
,
Creative Strategy
(Industry)
Retail
(Year)
2025
(Information)
Client: HSN · Industry: Retail
Role: Art Director, Creative & Content Strategist
Services: Art Direction, Creative Strategy, Content Strategy, Photo & Video Production
(The idea)
HSN’s tagline is “It’s fun here.” This work takes that line literally. Jewelry and fashion are shot as moments of personality, not product shots: a smile, a bitten fingertip, a stack of bangles that turns into a party. Each collection becomes a lifestyle statement, not an accessory.
(My role)
I directed creative strategy and production for HSN’s jewelry and fashion campaigns. I led photo and video end to end, including styling, lighting, model direction and post-production, for broadcast and digital.
(Hero campaigns)
Three jewelry heroes, each with its own headline:
FRESH CUT, spring-inspired rings: statement gold rings and a playful bite, set against floating pink daisies.
ARM PARTY: a stacked wrist of gold, crystal and a turquoise watch, with a cobalt dress and pink nails.
ADD SPARKLE EVERYWHERE: hoops and a direct gaze on warm yellow, under the Fashion Edit masthead.
(The unexpected still life)
Diamonds on melting popsicles. Fine jewelry dropped into summer’s messiest treat makes sparkle feel playful instead of precious, and makes “It’s fun here” literal.
(The Fashion Edit)
A shoppable editorial hub on HSN.com that brings magazine-style storytelling to a retail site. It’s organized into three parts:
Denim on Denim: the hero story
Denim Trends: four fits, numbered and explained
The Fall Look Book: full looks with styling credits, video, detail crops and “Shop This Look” buttons
(Visual system)
Bright, high-key light and real smiles. The headlines mix an elegant italic serif with a clean sans-serif. Color comes from the set itself (daisies, cobalt, saturated yellow) and repeats in the type. On the web, editorial grids, bold color blocks and textile patterns make shopping feel like flipping through a magazine.
(Deliverables)
3 hero campaign banners · 1 animated still-life ad · Fashion Edit editorial landing page · Look book with video and shoppable modules
“Elevating everyday moments into cinematic retail experiences that inspire purchase.”