As a Social Media Digital Content Advisor for Cheng, a fashion influencer with 577K+ followers, I used design thinking to craft storytelling and visual identity across Instagram and other platforms. During Fashion Weeks (Paris / Milan / London), I worked with luxury brands to capture runway energy, backstage moments, and street style while staying true to each brand’s visual language.
Client
Cheng (Fashion Influencer)
My Role
Content Advisor / Designer
Category
Digital Content Design & Strategy
Date
April 23, 2021
Overview
I created content strategies, curated high-impact visuals, and delivered live updates that boosted engagement at peak moments. Managing brand approvals under tight deadlines, I balanced creativity with commercial goals, strengthened brand perception, and deepened collaborations. This role highlighted another brush in my creative toolkit, applying core design principles to fast-paced, high-visibility fashion content.
Establish a cohesive digital identity – Create high-quality, on-brand content that defines and reinforces Cheng’s style and story.
Boost audience engagement – Optimise the content strategy (posts, Reels, Stories) to keep followers interested and interacting.
Strengthen brand partnerships – Collaborate with luxury fashion houses in a way that feels authentic, ensuring Cheng’s personal brand and the partner brands both shine.
Seamlessly manage Fashion Week coverage – Coordinate all the logistics and content capture during London, Paris, and Milan Fashion Weeks to deliver exclusive, behind-the-scenes moments to his audience.
Scope of Work
Content Strategy & Creation: I developed an ongoing content calendar and produced engaging posts (photos, captions, videos) tailored to Cheng’s personal brand. Each piece of content was crafted to resonate with his audience while staying aligned with luxury fashion aesthetics.
Event Coverage & Coordination: I managed Cheng’s appearances and content production during major Fashion Weeks. This meant liaising with PR teams and photographers, planning shoot schedules, and ensuring we captured exclusive behind-the-scenes moments that his followers would love.
Brand Collaborations: I handled partnerships with high-end fashion houses from initial outreach and concept brainstorming to content execution. I made sure each collaboration fit smoothly with Cheng’s image, so sponsored content felt genuine and on-brand.
Visual Direction: I directed photoshoots and selected the final imagery for posts. I paid attention to every detail (lighting, color, composition) to ensure each image was not only luxurious and eye-catching but also authentic to Cheng’s daily life and style.
Key Takeaways
Plan, but Stay Flexible: I learned that strategic content planning is key to maintaining a strong online presence, especially with fast-moving fashion trends, but I also had to stay nimble and adjust on the fly when something unexpected happened (like a surprise runway invite or an emerging trend).
Authenticity = Engagement: This experience reinforced that audiences connect with authenticity. Even in a highly polished fashion context, the posts that felt personal and relatable were the ones that really sparked engagement and built a loyal community.
Thoughtful Partnerships: I discovered how important it is to align brand collaborations with the influencer’s own story. When we chose partnerships that genuinely fit Cheng’s style, the content felt seamless and both his audience and the brand loved it a win-win.
Behind-the-Scenes Magic: Showing the human side of glamour (like the chaos and fun of backstage at Fashion Week) was a huge hit. It taught me that taking the audience ‘behind the scenes’ not only provides exclusive content, it also strengthens the bond with followers by making them feel part of the journey.
