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i’m sonia, 20, spanish and finnish, raised in the canary islands and now based in amsterdam. i’m studying fashion management at AMFI, specialising in fashion studies. my work combines research, visual communication, editorial writing, and styling, with a focus on how culture, identity, and consumer behaviour shape the fashion landscape.
i’m interested in roles across editorial, pr and communications, and marketing strategy, where i can bridge creative direction with business understanding to create work that is informed, analytical, and visually coherent.
FAQs
focus areas
fashion studies & cultural analysis
editorial direction & writing
styling & visual communication
brand analysis & strategic research
marketing & communications foundations
what i work on
styling projects & visual direction
editorial writing & magazine layouts
brand & market research
cultural and trend analysis
product development & range planning
strategic pitches & presentations
LANGUAGES
spanish .......................………………………………... (C2)
english .....................………………………………...... (C2)
finnish ...............…………………………………......... (C2)
german ...................………………………………........(B1)
experience
visual merchandising & retail operations
customer-facing styling support
editorial projects, shoots & concept development
academic research in luxury supply chains, sustainability, ethics & consumer behaviour
collaborations with photographers, designers & creative teams
tools
indesign
illustrator
photoshop
lightroom
excel
browzwear (basics)
skills
editorial and storytelling
writing, concept development, cultural analysis, fashion theory, visual storytelling, pitching and presenting
styling and visual direction
look curation, moodboards, on-floor styling, studio and location styling, visual merchandising
business and research
brand analysis, consumer insights, economics fundamentals, business management basics, product lifecycle understanding, trend analysis, supply chain literacy, sustainability and ethics, kpi analysis, business model creation
technical
range plan creation, garment specs, product development workflows
interpersonal and leadership
team coordination, client-facing communication, collaboration, problem solving
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being someone who switches styles every few months, the idea of reinvention fascinates me. not because i don’t think i have a personal style, but because evolving has always been part of it. personal style can live in change, in new references, in the sparks of inspiration that suddenly feel right. the way one new pair of jeans replaces every other without warning says more about fashion than anything fixed. the trend cycle interests me for the same reason. it shifts the way we see beauty and the relationship we have with our clothes. taste changes often, and so does what makes sense to me visually. a new silhouette, a colour, the way someone carries a piece without second thought. those moments shape my blueprint more than anything else. right now i care less about collecting and more about translating what i notice into a point of view. reinvention is not about starting over. it is about direction, and it is how i understand what comes next.
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no doubt that i have always loved clothes. studying fashion has made me question my place in the industry and what i can add, but it began here. noticing, researching, styling, writing and playing with layouts the way i imagined magazines did. what makes clothing different from other products is that we all have to use it. even if some people choose not to care, everyone has to give clothes at least one thought a day. so why do we buy what we buy, and why does it matter.
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from strategy to styling, i want to learn how brands build something people connect to. not just something they purchase, but something they remember in the way they move through the world. i want to work where brand, culture and feeling meet. where visuals are not only about looking good, but about making someone pause without needing to be told why. creative direction, to me, is clarity, a story that is understood before it is explained.
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this portfolio is part of me figuring it out. a reflection of my questions, my curiosity and the way i process fashion through images and words. it is not just projects. it is how i see, how i care and how i am starting to shape my own way in this industry. because yes, my obsession is about clothes, but it is also about everything underneath them. this is the beginning of my visual language, the foundation i want to build on.