Editorial & PR
Zalando Trend Mailers
The mission: Help Zalando prove its trend radar is red hot. How? With new on-the-pulse fashion and beauty PR mailers reporting who’s wearing what and how to style the latest looks using pieces straight from Zalando’s wardrobe.
My job? To shape the tone and content of these mailers – positioning Zalando as a credible voice the industry and consumers will listen to.
The method: I followed Zalando’s tone of voice guidelines, tailoring the tone to suit a fashion media audience rather than consumers. I then studied runway photography, devoured tier one fashion magazine content and stalked every fashion It girl's social profile. Think Bella Hadid, Selena Gomez, Sofia Richie, Hailey Bieber, Dua Lipa and more.
I researched the history of the trends, how they're styled and modern influences. This helped me craft descriptions and coin titles for emerging trends that didn't have buzzy names (yet). I then referenced specific pieces from Zalando’s catalogue to build a clear picture of how each trend can be styled.
The magic: The trend mailers became Zalando's most successful PR tool, securing 238 clippings (154 were tier one), 34 headline mentions and 98M+ reach*.
Plus… they were so successful Zalando asked me to write a full predictive trend report: the 2025 Zalando Trend Forecast.
The report raked in 60 pieces of coverage including 39 headline mentions and 35 tier one placements (Vogue Business, Vogue Scandinavia, Numéro), with a reach of 60.1M+.
Take a read of the SS26 Copenhagen Fashion Week Mailer and the 2025 Zalando Trend Forecast.
*Between March 2023 – October 2025.
The Hive Home Report 2025
The mission: Turn a jargon-heavy first draft report by Hive’s new research agency into an engaging narrative, spotlighting the biggest barriers holding the UK back from making the switch to eco-tech. This meant giving the report a full revamp, including ghostwriting a foreword from the Director of Hive.
The goal? To make the public and policy makers aware of what’s stopping progress – and how to change the picture with Hive.
The method: I immersed myself in Hive's tone of voice. Next came the data – all 30 pages of it. I went through the full report with a fine-tooth comb, highlighting opportunities for design and graphs to break up the density, and softening the language to align with Hive's TOV. I kept it authoritative enough for their primary audience – policy makers, media and energy businesses – but readable for consumers.
From there, I restructured the whole report from the ground up, highlighting the key barriers holding people back from investing in eco-tech, and how to overcome them.
Once I had the report nailed, I drafted the foreword, pulling key phrases the Director of Hive used to capture his voice, and teased the broader themes of the report.
The magic: The report garnered 239 pieces of coverage including 4 national newspapers and 213 pieces of regional coverage (smashing the regional coverage KPI by 965%). It also picked up seven pieces of broadcast coverage including an 8-minute segment on BBC Radio London, achieving 3.1M+ impressions.
See an excerpt showing how the Hive Home Report 2025 came to life.
SMARTY x Angellica Bell ‘Shedding the Pounds’
The mission: Get the media, influencers and the public pumped about SMARTY Mobile’s limited 50GB for £8 deal with a high-energy script for the network’s ‘Shedding the Pounds’ event. The concept? A literal financial fitness class – so while people shed unwanted Christmas weight, they shed additional expenses too.
How? With insight-based budgeting tips backed by the network’s new research study being fired at them between lunges, squats and ab-shredding exercises – all delivered by the beloved UK TV presenter and financial influencer, Angellica Bell.
The method: I familiarised myself with SMARTY Mobile's brand guidelines and key messages, then did some Insta-detective work into Angellica Bell – noting key phrases she used on her socials to capture her tone of voice. From there, I analysed the survey data, pulling out the most interesting insights, and researched financial fitness tips relating back to the data.
I kept the script really light and playful to keep the energy high throughout, with motivating and relatable language. And, of course, plenty of fitness-finance wordplay. Think 'Stretch out those arms like you’ll stretch out this month’s pay cheque!’ and 'Give your calves a run for their money!’
The magic: The script was signed off with zero amends from the client, and the class was a hit with media – generating 83 pieces of coverage including four UK national publications, 11 pieces of broadcast coverage and 105.5M+ reach. The script was also used as the basis for an article on their website.
View the script here.
PinkPantheress x Zalando: AW25 'What Do I Wear?'
The mission: Draft 12 Q&A questions to get multi-platinum artist and Gen Z fashion muse PinkPantheress talking about fashion, identity and confidence while highlighting Zalando’s new campaign and ‘Boards’ feature.
The method: I mapped out four different categories to guide my questions: (1) Personal style and inspiration, (2) Confidence and self-expression, (3) ‘Boards’ and the AW25 campaign, (4) Key fashion moments. From there, I did a deep dive into her background, on-and-off stage style, music, recent awards and buzziest fashion moments.
I then crafted conversational yet incisive questions under each category to encourage PinkPantheress to share relatable answers that circled back to the key themes of the campaign.
The magic: PinkPantheress shared gorgeously authentic responses – imperfect grammar, text-speak and all (very on brand for Pink). And her answers wholeheartedly echoed the themes of the campaign.
The interview was published exclusively in Enfnts Terribles, a cult online fashion, music and lifestyle magazine – launching as part of the wider AW25 campaign that generated tier one coverage across The Drum, Fashion Network UK, Media Marketing and more.
Read the full interview here.
Zalando Beauty
While I was working at Smarts Agency, I also wrote for Zalando Beauty. This included crafting plenty of global beauty mailers on the latest trends like ‘K-beauty skinimalism’ and pitching notes for products such as Zalando’s new festive calendar and beauty boxes. Plus, writing press materials their Insider’s Edit series with industry legends like Isamaya Ffrench.
Have a browse:
Insider's Edit x Isamaya Ffrench Press Release – garnered 10+ pieces of coverage, including features in Cosmetic Business and Fashion Network.
Beauty Boxes Pitching Note – picked up by titles including fashion and culture magazine Odalisque + more.
K-Beauty Skinimalism Mailer – secured placements in several buzzy beauty outlets including Dutch magazine Women Online.