Fiorelli

E-Commerce Art Direction

Over my three years at Centric Brands, I art-directed the in-house brand Fiorelli, shaping its e-commerce visual identity season after season, from concept to final image. Each collection brought a new story to tell through product, light and texture. I built and led a team of freelance photographers, stylists and assistants, sourcing studios and equipment to bring our creative direction to life. On set, I directed every shoot, guiding tone, styling and composition to ensure a cohesive visual language that felt distinctly Fiorelli elevated, consistent and true to the brand’s evolving identity. From casting and creative briefs to image selection, retouching and post-production workflows, I oversaw each step of the process, maintaining consistency, quality and brand integrity across every touchpoint.