Dora Maar
For four years, I was part of building and running Dora Maar, a luxury fashion marketplace, where I served as Head of Creative and helped scale the business from the ground up. I led the creative department through a period of rapid growth, driving over 200% year-over-year revenue increase.
At Dora Maar, we reimagined what a luxury resale experience could be—launching digital storefronts for fashion insiders, stylists, and tastemakers we called Muses. Each week, we introduced a new Muse and unveiled their curated closet, rooted in personal storytelling and the belief that every garment carries a narrative worth telling. Our mission was to showcase the transformative nature of fashion, celebrating not just craft and provenance, but the distinct stories of the people who wore each piece. Dora Maar became a platform for discovery—where style and storytelling met. A platform where everyone is welcome.
I oversaw all brand and content initiatives, directing a multidisciplinary team across photo, video, design, social media, editorial, PR, and marketing. I honed my leadership style in the process, balancing creative vision with execution, and guiding a nimble team through fast-paced, high-impact projects.
I launched DoMa Canvas, the brand’s editorial platform, and led the rollout of fashion and beauty campaigns, including collaborations with 20 brands such as 3.1 Phillip Lim, Rodarte, and Markarian. From New York Fashion Week activations to immersive events across NYC, I helped position Dora Maar as a fresh, elevated voice in luxury fashion, delivering strong creative and commercial results through thoughtful, idea-driven solutions.
At the heart of it all were our Muses. We centered their voices across everything we did—building campaigns around their unique style, stories, and influence. From intimate interviews to large-scale launches, each activation was an opportunity to highlight the individual behind the clothes and remind our audience that fashion is most powerful when it's personal.
Our creative assets were designed to reflect an inclusive, welcoming approach to luxury. Through warm, editorial-driven content and approachable storytelling, we made secondhand feel aspirational and intimate, redefining luxury as something personal, conscious, and within reach.
Our marketing strategy focused on building trust and connection, inviting everyone into the world of high fashion through a more sustainable, human lens.
I personally interviewed many of our Muses, models, and creatives across the US - sharing their stories across all our platforms, with a special focus on DoMa Canvas.
We brought our Muses to life across every touchpoint—through weekly social spotlights featuring personal quotes and curated picks, to campaign imagery that blended their style with our storytelling. Some Muses anchored full-scale brand campaigns, appearing in video, editorial, and event activations. Whether small highlights or major launches, each moment was designed to elevate their voice and make the luxury experience feel more personal, more human.
When launching new brands on Dora Maar, we always led with authenticity—pairing each debut with a Muse who had a real connection to the label. For our 3.1 Phillip Lim launch, we collaborated with Muse Rose Li, whose style and story aligned seamlessly with the brand’s ethos. These partnerships grounded our campaigns in credibility and connection, creating richer storytelling and stronger engagement.
It’s hard to show everything we did during the four years. We had campaigns, events all over NYC, and it was so special… Below you see a few snippets of what we did.
To mark the beginning of summer, Dora Maar, alongside @thefutureperfect, invited Muses and friends to an evening soiree at The Future Perfect’s West Village townhouse.
Infinite Connections campaign launch, celebrating the partnership between Dora Maar and 3.1 Phillip Lim, featuring Dora Maar Muse Rose Li, CEO & Co-Founder of 3.1 Phillip Lim Wen Zhou, and friends.
Oh, well yes! We created and built an app as well. Streamlining how we were working together with Brands and Muses. We named it HENRI, short for Henriette, Dora Maar’s middle name.
Summer Campaign shot in Tuxedo Park
