Hi! My name is Alessia, and I’m an international student from Italy currently studying Fashion Marketing at LaSalle College Montreal. Growing up in Italy inspired my passion for fashion, creativity, and design, which led me to pursue a career in the fashion industry.
I’ve developed skills in fashion marketing, branding, teamwork, and event planning. One of my favorite experiences was working with other students to plan and organize a fashion show, where we collaborated on the concept, promotion, and overall coordination of the event.
I enjoy combining creativity with strategy, and I’m always excited to learn, collaborate, and bring new ideas to life in the fashion world, and not only.
What is Petiva? A product line proposal I did for a project. “Precision Proportion Fit” for petite women. It fills the gap in the market between inconsistent fast-fashion sizing and expensive premium brands by providing high-quality, sustainably made sweat sets designed specifically for smaller frames.
Petiva moodboard: fit, fabric, organic cotton, and main colors.
What was my mission?
My mission was to create a collection of sweat sets that fit petite bodies properly. Many times I had to buy pants that were too long for me or sweaters with too long sleeves that weren’t proportionate to my body. I wanted to create something that is not only shortened but appropriately made for smaller frames.
“The petite solution”
Standard fit (the problem)
Silhouette: baggy, overwhelmed look
Sleeves: fabric bunching at the wrists and dropping past the knuckles
Shoulders: seams dropping halfway down the upper arm
Torso: excess fabric “pooling” at the waist
Ankles: heavy fabric stacking or rolling at the shoes
Petiva fit (the solution)
Silhouette: clean, tailored, and proportional
Sleeves: tapered length hitting exactly at the wrist bone
Shoulders: seams sit perfectly on the natural shoulder edge
Torso: cropped or tailored waistline at the natural hip
Ankles: clean, straight-leg or jogger finish with no stacking
Price strategy
Built around accessibility, value, and purpose-driven design. The collection aims to be accessible to students and people with a medium annual income, priced in a mid-range bracket of $55–$75 CAD per sweat set, offering more specialized value than typical fast fashion.
Rather than competing on low price alone, Petiva emphasizes value through fit innovation and quality. The petite-specific design, improved proportions, and carefully selected fabrics raise the price point slightly, but it’s still attainable for a student budget. This balances affordability and perceived quality, encouraging repeat purchases and building trust among petite consumers who are often underserved in the market.
The sweat set colorways.
Price positioning
Petiva is positioned between fast fashion retailers and premium petite brands. While brands like H&M offer lower prices with inconsistent fit, and Petite Studio operates at a high-end level, Petiva fills the gap by delivering specialized fit at an accessible price.
This middle positioning communicates a clear identity: not basic, not luxury, but purposefully designed and realistically priced. By offering elevated essentials tailored to petite bodies, the brand differentiates itself through inclusivity, functionality, and everyday wearability, making it especially relevant for young consumers seeking both comfort and confidence without overspending.
Communications
Evaluation of the social media strategy of Scuffers
Overview. Scuffers is a Spanish streetwear brand recognized for its strong visual identity and marketing. This project evaluates the brand’s social media strategy to understand how its digital presence supports audience engagement and business growth. The analysis focused on Instagram and TikTok, examining the effectiveness of the brand’s content, communication, and customer engagement strategies.
Objective
Strengthen its digital marketing strategy by:
Auditing Instagram and TikTok performance
Evaluating content strategy and brand consistency
Analyzing community engagement and influencer marketing
Developing recommendations for future growth
Process
Conducted a platform audit of Instagram and TikTok, reviewing posting frequency, content formats, engagement, and brand voice.
Analyzed the brand’s marketing tactics, including product launches, influencer collaborations, paid advertising, and cross-platform consistency.
Completed a SWOT analysis of internal strengths and weaknesses alongside external opportunities and threats.
Proposed strategic improvements based on the findings.
Key findings
Strong brand identity: Scuffers maintains a consistent visual aesthetic and messaging across its platforms, reinforcing its “As Always With Love” brand philosophy.
Highly engaged community: user-generated content, influencer collaborations, and community interaction contribute to high customer loyalty.
Instagram leadership: Instagram is the brand’s strongest marketing channel, while TikTok offers significant growth opportunities.
Growth opportunities: increasing TikTok output, improving customer communication, and expanding influencer partnerships could further strengthen brand performance.
Results
Performance and practical recommendations to support future growth. The proposed strategy included:
Increasing TikTok content production
Enhancing customer support through FAQs and live Q&A sessions
Expanding partnerships with local micro-influencers
Strengthening exclusive email and app-based product launches
Introducing a customer loyalty and rewards program
The project demonstrates my ability to combine marketing research, competitive analysis, and strategic thinking to create recommendations for fashion and lifestyle brands.
SMCL Fashion Show: The Pulse of Art
Event overview. The Soirée Mode Collège LaSalle (SMCL) 2025 is an annual fashion event organized by second-year Fashion Marketing students at Collège LaSalle in Montreal. The show celebrates creativity, innovation, and emerging talent in the fashion industry.
In the 2025 edition, we explored the theme “Fashion as a Form of Art”, presented through two concepts: The Pulse of Art and Résonance. The project I actively contributed to was The Pulse of Art, which focused on the relationship between fashion, technology, and artificial intelligence, questioning whether AI can influence or reinterpret human creativity. The runway combined artistic expression with futuristic elements, creating a bold and thought-provoking visual experience.
The Pulse of Art event website.
My role
I was part of the Modeling Team, responsible for selecting models, coordinating them, and ensuring the smooth execution of the runway show.
Main tasks:
Models casting & selection
Auditions
Backstage
Event coordination
What SMCL left me
Hands-on experience in fashion event planning, team collaboration, and runway management, while contributing to a professional fashion show environment.
Skills developed:
Event planning & coordination
Fashion show production
Casting management
Team collaboration
Backstage logistics
The Modeling Team.Online casting call for model auditions.
Crisis management & brand repositioning
Vogue World Milano: putting the human touch back in fashion
Overview. A group project for my Integrated Communication Strategy course at Collège LaSalle (Fall 2026). We analyzed the controversy around Vogue World Milano and built a full crisis response and repositioning campaign for Vogue, from situation analysis and SMART objectives through creative direction, PESO media planning, budget, and KPIs.
The crisis. On September 22, 2026, Vogue hosted its fifth Vogue World event at the Galleria Vittorio Emanuele II, opening Milan Fashion Week. The show was promoted as a celebration of Italian craftsmanship under the title “Where the future is made by hand”, but in its fourth act, “The Age of Intelligence”, four humanoid robots walked the runway among the models. The robots became the most talked-about moment of the night. Critics felt the message was contradictory, designers looked visibly uncomfortable, and tech sponsorships raised questions about Vogue’s creative direction. The result was a reputational controversy, not a commercial crisis.
Crisis response audit
What Vogue did: defended the artistic intention (robots meant to spark “fascination and discomfort”) without apologizing.
What worked: global attention and a real conversation about fashion, technology, and creativity.
What was missing: clearer framing before and during the show, and more visibility for the designers and artisans.
First 48 hours: monitor sentiment, issue a short clarification, and redirect attention with behind-the-scenes content featuring the craftspeople.
SMART objectives
Brand perception: +15% positive sentiment toward Vogue’s use of technology within 3 months.
Engagement: +20% engagement rate on Instagram and TikTok campaign content within 8 weeks.
Message recognition: 70% of viewers identify human creativity as the central message within 3 months.
Target audience
Primary: fashion-conscious consumers aged 25–45 in Milan and other fashion capitals (enthusiasts, luxury shoppers, designers, and journalists) who value authenticity and Italian craftsmanship. Secondary: young creatives aged 20–35 (models, stylists, photographers, fashion students) who worry that AI and robotics could replace human talent.
Repositioning
Keep the iconic serif logo, editorial photography, and luxury tone. Adapt how technology is presented, as a partner to human creativity rather than the main focus. Change how tech shows up at major events, so it never takes the spotlight away from designers and models. The goal was not to redesign Vogue but to rebalance it: still luxurious and innovative, with more emphasis on authenticity and craftsmanship.
The creative concept
Every piece of the campaign is made by real artists, with no AI. The story unfolds in three waves across Vogue’s social channels, walking viewers through two possible futures: one led by technology, and one where the human touch leads and tech plays a supporting role.
Wave 1: Small discrepancies
Posts that look like classic Vogue content, hiding subtle “AI mistakes”: an extra toe on a cover, glitching audio, captions that don’t match the video. The goal is to make people curious and get them talking.
Wave 2: Dystopian future
Sterile, metallic, uncanny visuals: models disappearing into holograms on the runway, a store with nothing but projections, a fully AI-run fashion show. It plays on the fear many people already have about where this is going.
Wave 3: Human artistry
Warm, earthy, hopeful scenes: a hand sewing, a sketch being drawn, a child modeling new clothes for their parents, and a feature on 10-year-old designer Max Alexander. These small human moments are the hopeful turn.
The campaign closes with behind-the-scenes footage and interviews with the creatives who made it, which makes Vogue’s position clear: technology is a conversation worth having, and people stay at the center of fashion.
Media strategy (PESO)
Paid: sponsored Instagram and TikTok content that grows more distorted over time, then reveals the human creativity behind it.
Earned: press and influencer coverage driven by access to designers, artisans, and creatives from Vogue World Milano.
Shared: inviting the community to comment on, decode, and discuss the glitches, and to share their own views on tech in fashion.
Owned: Vogue’s website and socials, including a reveal editorial explaining the concept, plus behind-the-scenes videos.
Phase
Timing
Plan
Pre-launch
Weeks 1–2
Baseline survey, film artisans and designers, release subtle teasers.
Launch
Weeks 3–4
Sponsored posts with glitches that grow more noticeable.
Campaign
Weeks 5–8
Dystopian visuals with flashes of human creation, designer interviews, and the reveal editorial.
Follow-up
Weeks 9–12
Highlights, behind-the-scenes footage, final editorial, follow-up survey, and results review.
Budget
Paid Instagram & TikTok promotion: $45,000
Video & photo production: $35,000
Designer, artisan & model fees: $20,000
Surveys (baseline + follow-up): $15,000
Filmed interviews: $10,000
PR & media outreach: $10,000
Total $135,000
KPIs & evaluation
Sentiment before vs. after (surveys + social listening)
Engagement rate, UGC, and completion rate of the glitch videos
Share of coverage using words like “craftsmanship”, “handmade”, and “artisans”
Monthly: website traffic, media mentions, partner feedback
If targets aren’t met, the plan is to make the glitches more obvious and the message clearer, and to put more human-made content forward.
Social responsibility
Content is digital-first, reuses existing footage, and keeps printed material to a minimum. Every visual is made by real, paid artists. The final reveal makes sure the confusing early phase ends in honest communication. Future partnerships should support artistic expression instead of overshadowing it.
What I took away
The hardest part was addressing the audience’s displeasure without completely denouncing Vogue’s choice. Our first idea was a single “Vogue Intern” video poking fun at a robot in the office. It grew into a full three-wave storyline. I learned that even when you disagree with a decision, there is usually more to the story, and there is always room for growth and reconciliation if you put in the effort.
Team project with Alanna Lacasse, Isabella Canas Vasquez, Kayla-Anne Maiorana, Magdaleine Bankley, Sophia Licursi, and Leila Angela Mulchandani. Presented to Anthony Mitropoulos, November 2026.
