I’m Karina, a brand and PR manager in fashion. I’m finishing Fashion Branding at HSE, and for over a year I’ve been working inside ASIA ST71, a Russian streetwear brand.My job is the whole route from the brand to its audience: collabs, events, bloggers, shoots, press. I’m used to taking a task on in full and seeing it through myself, from the first idea to the day people show up.Below are two study projects of my own and five from that year at ASIA ST71, from a merch drop to two store openings.

Task: a concept shoot for the work of young fashion designers.Idea: watching and being watched. The model is surrounded by small screens with fragments of her own face, as if someone is always monitoring her.What I did: came up with the idea and produced the shoot: moodboard and references, picking looks from the designers, the hair and make-up direction, finding the model and the photographer, coordinating on set. Art direction together with Tatiana Zvereva and Alexandra Shafranova.Result: a series with looks by six designers.

Task: a magazine of my own about dark fashion.Idea: a way into fashion’s shadow side. A profile of a cult designer, a collection review, themed edits and an interview.What I did: came up with the concept and the sections, built the structure of the issue and laid it out.Result: a complete first issue.

Task: a merch line for the MUZ-TV 2025 awards that people would keep wearing after the show.Idea: «Legend» as the main word, set big on tees and caps, plus details that feel like backstage: a VIP tag, a crossbody pouch, a hard case.What I did: worked on the collab on the brand side, from agreeing with the partner to coordinating the studio shoot and product photos.Result: a line of tees, caps and accessories in two colours, a lookbook and a set of product shots.

Task: a capsule with a football club that the club’s fans and the brand’s audience would both wear.Idea: matchday kit through the eyes of a streetwear brand. Denim with both crests, the Black Spider line in gothic Cyrillic, caps with rhinestones and a flag that says UNIFICATION.What I did: worked on the partnership on the brand side and coordinated the shoot on the pitch and in the stands.Result: the capsule, a lookbook shot at the stadium and product photos for the store.

Task: an image campaign that shows the brand outside its usual streetwear setting, with suits, dresses and accessories next to hoodies.Idea: a family of three generations in an eclectic country house. A long dinner, curlers and novels in the bedroom, evenings in the red library, a walk in the pines. Every character wears the brand in their own way.What I did: worked on the concept and coordinated the shoot: locations, the cast of different ages, styling, the team on set.Result: a full campaign series for the brand’s channels.

Task: open the store on Nevsky in St Petersburg and re-open the store in Yekaterinburg so that each night felt like a brand event.Idea: each store gets its own world. In St Petersburg, damask wallpaper, a globe, a giant face covered in the brand’s arrows and a presentation for guests. In Yekaterinburg, an astronaut and a sheep at the entrance, a metal photo wall and a lounge.What I did: organised and coordinated the events: venues and malls, guests and bloggers, catering, branded details, the team on the night.Result: two opening nights with guests, press photos and content for the brand.