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.
