MY WORK

In this section you will find a few of the works Sara has done in her career in fashion, branding and trend consulting.

These are arranged by categories, starting with her experience in the fashion business, following with her contributions in the creative/editorial side, progressing into how she has slowly, but steadily, introduced the graphic communications through her diverse formations in marketing, branding, and the application of consumer behavior and trend analysis.

2013 - 2024

STYLING FOR MARIE CLAIRE 2013

2013 - 2015

IN 2013, SHE TOOK THE CHANCE TO MAKE HER WAY INTO THE BUSINESS SIDE OF THE FASHION INDUSTRY AND OPENED A FASHION FORWARD SHOE BOUTIQUE IN ONE OF MEXICO CITY'S MOST PRESTIGIOUS MALLS. IT OFFERED A VARIETY OF MID-LUXURY NATIONAL AND INTERNATIONAL BRANDS INCLUDING: POUR LA VICTOIRE, ASH, AND GWEN STEFANI'S L.A.M.B., AMONG OTHERS. SARA DEVELOPED THE CONCEPT. SHE WAS IN CHARGE OF THE STORE DESIGN, MEDIA MANAGEMENT, PLANNING AND BUYING COLLECTIONS, INVENTORY, AND GENERAL STORE MANAGEMENT. THE PROJECT CAME TO AN END WHEN, IN 2015, SARA MOVED TO THE U.S. AND COULDN'T STAND BEHIND THE BUSINESS AT THAT TIME.

THESE ARE A FEW PUBLICATIONS WHERE THE STORE GOT FEATURED:

3:23 SHOETIQUE

NYLON MEXICO, 2013

COSMOPOLITAN MEXICO, 2013

VOGUE MEXICO, 2013

&

FASHION
STYLING
PRODUCTION

SUPER SUPER

UK, 2010

THIS WAS ONE OF HER FIRST COMMISSIONED STYLING PROJECTS. HERE, SHE WAS ASKED TO COLLABORATE WITH RENOWNED HAIR STYLIST CHARLIE LEMINDU IN DEVELOPING THE ARTISTIC CONCEPT OF THE SHOOT, FASHION STYLING, AND PRODUCTION.

ALTHOUGH THE MAGAZINE IS A U.K. PUBLICATION, THE PROJECT TOOK PLACE IN MEXICO CITY.

WORDS MEAN NOTHING

2015

RETAIL
CAMPAIGNS

IN 2015 SHE INTRODUCED HERSELF INTO DIVERSE MARKETING CERTIFICATIONS, WHICH LED HER TO INTEGRATE HER EXPERIENCE IN THE FASHION FIELD INTO THE CONSUMER MARKET. THROUGH A SMALL, INDEPENDENT, CONSULTING FIRM, CALLED FRAISE DE BOIS, SHE BEGAN SUPPORTING BRANDS (INDEPENDENT AND RENOWNED) WITH FASHION PRODUCTION FOR ADVERTISEMENT AND CAMPAIGNS. WORDS MEAN NOTHING WAS A HIGH QUALITY BASICS BRAND WHO WAS LOOKING TO POSITION THEMSELVES IN THE MILLENNIAL CONSUMER MARKET BY RESONATING WITH THE AESTHETICS OF HEDI SLIMANE FOR YSL. WHILE MASS MARKET BRANDS SUCH AS BIOGRAPHY X LIVERPOOL AND AMORI X SEARS WERE LOOKING TO APPEAL TO A YOUNG CONSUMER WHO WAS EITHER LOOKING TO ACQUIRE A "FESTIVAL/COACHELLA" LIFESTYLE, OR A FRESHER ALTERNATIVE TO TRADITIONAL OFFICE-WEAR.

BIOGRAPHY X LIVERPOOL

2015

TREND ANALYSIS
CONSULTING

HERE IS AN EXAMPLE OF A TREND ANALYSIS CONSULTATION SHE DID FOR ONE OF THE LARGEST MEXICAN SHOE COMPANIES, PRADA, MX. THEY REACHED OUT TO HER AT A TIME WHEN THE COMPANY WAS STRUGGLING TO APPEAL TO A NEW GENERATION OF CONSUMERS WHO WERE BEGINNING TO DEMAND THAT THE BRANDS THEY CONSUME APPLIED KNOWLEDGE OF GLOBAL TREND HUNTING. THIS CONSULTATION IMPLIED OFFERING A DETAILED PROFILE OF THEIR NEW TARGET MARKET, AS WELL AS A STRATEGY ON HOW TO MAKE USE OF THE UPCOMING TRENDS WHEN DESIGNING SHOES FOR THIS SPECIFIC GROUP WITHOUT LOSING THEIR CORE AESTHETICS AND WITHOUT LOSING TOUCH WITH THEIR TRADITIONAL CUSTOMER, A MORE MATURE WOMAN.

2018

A 20 PAGE DETAILED HANDBOOK WAS HANDED TO THE COMPANY WITH VISUALS, TREND MOODBOARDS AND CUSTOMER PROFILING TO BE USED THROUGHOUT THE DESIGN PROCESS. SHE ALSO HELD A WORKSHOP. WITH HEADS OF DESIGN AND DIRECTORS WHERE THEY HAD THE CHANCE TO DISCUSS THEIR CONCERNS AND SEEK FOR AREAS OF OPPORTUNITY.

BRANDING CONSULTING

BY 2016, SHE WAS LIVING IN CHICAGO, WHICH ALLOWED HER TO ACQUIRE A MARKETING CERTIFICATION AT THE UNIVERSITY OF CHICAGO. THIS, COMBINED WITH A SERIES OF INDEPENDENT STUDIES IN BRANDING, JOURNALISM, GRAPHIC DESIGN, AND PHILOSOPHY, HAS ALLOWED HER TO ASSIST HER CLIENTS IN A FREELANCE MANNER WITH A SERIES OF CONCERNS INVOLVING BRAND IDENTITY, CONSUMER INSIGHTS, TREND ANALYSIS, AND VISUAL COMMUNICATIONS. ALL THE PROJECTS ARE TAILOR-MADE IN RELATION TO SPECIFIC NEEDS.

ALTHOUGH SHE HAS WORKED WITH BIGGER BRANDS, WORKING WITH NEWCOMERS AND ENTREPRENEURS IS WHAT SHE IS MOST PASSIONATE ABOUT, BECAUSE IT ALLOWS HER TO GUIDE THEM THROUGH THE BROADNESS OF EXCHANGES BETWEEN A PRODUCT, THE CREATOR, AND THE JOURNEY THAT UNFOLDS WHEN BUILDING A CONNECTION WITH THE CONSUMER.

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INTERKRIM IS AN INTERIORS COMPANY WITH MORE THAN 35 YEARS IN THE MARKET WHO IN THE PAST 5 YEARS HAS EXPANDED ITS BUSINESS INTO MODULAR FURNISHINGS. THEY WERE LOOKING TO UPGRADE THEIR IMAGE SO IT COULD MAINTAIN ITS TRADITIONAL, FORMAL PERSONALITY, BUT COMMUNICATE ITS EXPANSION AND MAKE ITS VISUALS FUNCTION FOR DIGITAL MEDIA. THE IDEA OF THE GRAPHICS WAS TO PLAY WITH STACKS AND HAVE THEM INTERACT WITH THE THROUGH DIFFERENT OBJECTIVES, AS NEEDED.

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HERE ARE A COUPLE OF EXAMPLES OF HOW SHE APPLIED ABSTRACTION OF THE CONCEPT OF A HOUSE INTO TWO DIFFERENT REPRESENTATIONS.

VICKY CALDERON IS THE FOUNDER OF A PERSONALIZED PRESCHOOL THAT HAPPENS INSIDE A HOUSE AND ONLY ALLOWS A LIMIT OF 12 STUDENTS PER CYCLE, HENCE THE BUBBLE, ASSURING INDIVIDUAL ATTENTIVE CARE FOR THE CHILDREN. SHE WANTED TO HAVE AN ATTRACTIVE IMAGE THAT COULD APPEAL BOTH PARENTS AND CHILDREN. WE AIMED TO COMMUNICATE SAFE, FUN, MONTESSORI EDUCATION.

CHABAD IS A WORLD WIDE JEWISH ORGANIZATION THAT SEEKS TO PROVIDE COMMUNITY AND REINFORCE TRADITIONS. THIS CHABAD HOUSE TAKES PLACE IN LOS ALTOS AND WAS STRUGGLING TO COMMUNICATE A NEW SET OF VALUES THAT WELCOMED DIFFERENT PERSPECTIVES ON JUDAISM WHILE REMAINING TRUE TO ITS OBJECTIVES. THE RABBI'S WIFE ASKED FOR A REBRANDING HERSELF. SARA GAVE HER A FULL WARDROBE STYLING AND FASHION ADVICE TO BE ABLE TO BECOME THE IMAGE OF THE LEADER SHE WAS SEEKING FOR THE INSTITUTION TO THRIVE.