about viv

I am a Bay Area based storyteller who creates multimedia content in the fashion, beauty, and lifestyle space.

• Started my creative work via modeling and wardrobe styling for shoots
  
• Created a fashion newsletter, The Molehill, now a Bestselling Substack publication
• Connect Bay Area style creatives through planning events with brand sponsors and local businesses
• Vintage shoe and bag collector (my favorite runway collection is Miu Miu FW1999)
• BA from Pomona College

how i got here

• My creative path has been anything but conventional
  

• I landed in the writer's desk by way of the courtroom-to-city hall-to-Instagram blogger pipeline
  

• I can speak to people from all walks of life: not only the sartorialist and the shopper, but the citizen, the policy wonk, the patient, the judge and jury
  

Problem:

The era of legacy fashion publications like Vogue and GQ is over. Instagram is getting stale. Savvy fashion consumers are now turning to platforms like TikTok and Substack for media.

Solution:

Created a fashion newsletter, The Molehill, to offer longform content. From deep-cut product recs to personal essays, I tap into internet culture that resonates with Gen Z and the desire for content delivered directly from writer to reader. Think ManRepeller meets Tumblr blog.

Problem:

Noihsaf Bazaar, a fashion resale platform, needed art for print ads in two magazines - Mother Tongue and Mildew.

Solution:

Created assets that stayed loyal to Noihsaf Bazaar's colorful yet sophisticated brand identity while matching the tone of indie magazines with focus on longform content and essays.

• Print ad in magazines distributed to 80+ stockists across North America and Europe
  

• Sold in specialty bookstores and fashion boutiques
  

• Developed strong personal relationship with brand

• Brand requested additional social media projects

Problem:

Garmentory, a platform for independent boutiques, needed to grow their menswear audience and launch The Loop, a resale platform.

Solution:

Established a partnership with dancer @seandarko and stylist @theflippside to create a music video featuring pieces from Garmentory.

Content was catchy and upbeat - an instant dopamine boost.

• 47.6k views across channels

• Engagement outperformed KPIs by 78%

• Video successfully predicted a trend based on my cultural knowledge of evolving gender concepts

• Still engaged Garmentory's primary customer base of women while introducing menswear and resale

• Brand requested more creative projects in 2023
  

Problem:

TheRealReal (TRR), a marketplace for luxury consignment, wanted to highlight community voices for their social channels.

Solution:

Created a reoccurring series of social posts highlighting the sentimentality of "treasure hunting" and styling luxury consignment clothing.

Post 1

• Personal stories about "TRR Treasures" tapped into the emotional appeal and uniqueness luxury consignment clothing
  

• Posted to Instagram Stories with a question prompt for audience to engage and share their favorite TRR find
  

Post 2

• Copy highlighted festive holiday fashion and seasonal dressing
  

• Posted in tandem with "Holiday Edit" content on TheRealReal website as part of a cohesive holiday campaign
  

Post 3

• Publicized the #LoveTRR holiday giveaway contest
  

• Audience entered contest by following @therealreal and posting a photo with #LoveTRR
  

• Developed TRR brand voice to feel curated, tasteful, and discerning
  

• Reached 19K accounts

• Engaged 1.7K accounts

• 100+ user generated content under #LoveTRR on socials

Problem:

Tradesy, an online peer-to-peer resale marketplace, needed to run a campaign featuring the 'Puddle' Boot from luxury brand Bottega Veneta.

Solution:

Created video and copy assets for that aligned with their brand voice while staying true to my own.

• Styled outfits with a casual and sporty street style feel

• Drove traffic to Tradesy website via brand link in bio

• Video assets shared on brand's Tiktok performed on par with average content
  

viv chen