Fashion

Lifestyle

Overview

I led the social media strategy and content development for the fashion brand Shan Chen, focusing on building a cohesive visual identity while strengthening audience engagement across digital platforms.

The goal was to communicate the brand’s aesthetic, product narrative, and founder story through consistent and visually compelling content.

Role:

Scope:

Social Media Marketing

Content Strategy
Influencer Marketing
Fashion PR

Brand Identity

Full-Funnel Marketing
Campaign
Creative Direction
Photography

2023

Strategy

Developed a comprehensive social media content strategy that highlighted three key pillars:

Product storytelling: showcasing collections and design details
Brand narrative: featuring the team and founder journey
Editorial content: fashion imagery aligned with industry trends

Content concepts were pre-planned for photoshoots and campaigns in collaboration with the creative team to ensure cohesive storytelling across platforms.

Execution

Produced and scheduled consistent social media content across platforms including Instagram
Managed collaborations with international models and influencer
Developed new content formats that balanced trend-driven posts with long-term brand storytelling
Actively engaged with the online community to strengthen audience relationships
Repurposed and optimised existing content to maximise reach and platform performance

Influencer Marketing

Results

176.6% growth in Instagram followers within the first 6 months
Featured in VOGUE Taiwan, GQ and Marie Claire, strengthening brand positioning and visibility

Increased audience interaction and engagement across posts
Established a consistent visual identity and stronger brand presence online