The dirty chic
Creative Direction / Campaign Execution / Visual Identity
STRATEGY
The Dirty Chic’s Island Muse was made for the girl on the go: colorful, chaotic, effortlessly hot. This wasn’t your usual island-core campaign. We brought the muse to the city. Think: undone beauty, impulsive outfit changes, mid-walk magic. I was brought on to capture that exact energy; unfiltered, unplanned, and deeply feminine. It wasn’t just content for a drop; it was a reset for the brand’s entire visual presence.
CREATIVE EXECUTION
Shot entirely in the city with no set locations, I directed, styled, and captured every asset solo. We had a moodboard, but the best moments came when we ignored it, letting instinct lead. We stopped when the light hit right. We kept walking when it didn’t. It was all about movement, energy, and letting the imperfect moments tell the story. The aesthetic was colorful but grounded, messy but intentional, true to the Dirty Chic name.
RESULTS
The photos and videos became the foundation for Dirty Chic’s full website revamp, reshaping how the brand shows up online. The campaign added edge, femininity, and a hit of dopamine to the brand’s visual world, and reminded us that some of the best creative direction comes from just showing up, tuning in, and shooting what feels right.
The Island Muse campaign video captures The Dirty Chic in its rawest form: chaotic glam, city heat, and unapologetic movement. Shot entirely on the go, it’s a love letter to maximalist girls who dress for the plot and run the streets like a runway.
THE VISION
Undone, over-accessorized, and absolutely on purpose.
This shot list was never meant to be followed. It was a starting point, a loose guide for capturing fashion in motion. From cab seats to bodegas, everything was shot on the go, styled to feel impulsive, slightly chaotic, and effortlessly cool. The direction leaned into real-girl energy: glam in unexpected places, accessories tossed not styled, beauty that creases, smudges, and still stuns. It’s not posed, it’s lived-in. And it’s exactly what makes it Dirty Chic.
THE OUTCOME
The campaign became the visual backbone of the Island Muse launch, powering Dirty Chic’s full site refresh, social rollout, and overall brand tone. The assets didn’t just show the collection; they shaped a lifestyle around it. Unpolished, magnetic, and unmistakably her.