The document appears to be a portfolio or resume for Ashley E. Davidson that includes biographical information about her professional experience in landscape architecture, urban planning, and marketing. It highlights her graduate degree in brand strategy and marketing for symbol-intensive industries like fashion. The portfolio provides examples of her online marketing work for fashion brands, including developing content for websites, newsletters, and social media campaigns.

1. ASHLEY E. DAVIDSON
Brand Writing & Photography
Portfolio
Music lovers enjoying a cellar party during the Berlin Fashion Week 2008
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

2. About Me
There is my life Before & After. Before, I was a project manager for
Landscape Architecture, Urban Design & Planning projects in
Washington D.C. & in Florida. I coordinated the efforts of designers,
marketers, political consultants, engineers & community organizers, &
did my fair share of marketing to new & existing clients, as well as PR
for projects under development.
Then came Italy. After moving abroad, I became immersed in fashion &
ASHLEY E. DAVIDSON
lifestyle media on the web, & pursued a business degree in Brand
Strategy & Marketing in “Symbol-Intensive” Industries. What is a symbol-
intensive industry, you ask? It is any industry where the experience of the
brand distinguishes the product more than the physical attributes of the
product itself. This includes entertainment, fashion, design, tourism,
food, cars- you name it!
Now fully armed with a graduate degree in the field that I love, & well
versed in all things social-media, marketing & brand strategy, I am
looking for a home. No, not a 2nd floor walk-up, but a creative agency
doing stand-out work & with a commitment to integrated marketing &
advertising in the New Media.
The following pages include some of the work I have done in the past
couple of years in my efforts to gain experience in digital marketing for
various brands & e-formats.
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

3. Online Marketing
Newsletters
Street Fashion ASHLEY E. DAVIDSON
Brand Writing & Photography
Fashionista Portfolio
Inside BuyVIP
Blog
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

4. The following are examples of theme-
Online Marketing based promotional marketing spots based
on targeted merchandising for the online
multi-brand retailer, YOOX, and digital
Newsletters brand environment development for Dolce
& Gabbana through editorial content for
the online magazine, Swide.com. Work for
YOOX included theme-based
Street Fashion merchandising, pitching and developing the
theme into an editorial context, and in
some cases a graphical layout suggestion.
Fashionista Work for Dolce & Gabbana included
brand-relevant events and cultural research
and content development.
Inside BuyVIP The tone is informative from a fashion
connoisseur perspective, yet light and fun.
The text is longer and more detailed than a
Blog typical fashion marketing spot or
newsletter to reinforce this fact.
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

5. Online Marketing
CONTENT DEVELOPMENT
DOLCE & GABBANA
WWW.SWIDE.COM
These concepts were
developed to provide Fashion Week Coverage
direction for a number of Developing stories in varying levels from the superficial to the more intellectual can appeal to a range
of readers, and series-based columns can be added onto with future Fashion Weeks.
pieces for the DG online
1- DAY IN THE LIFE OF (SERIES)
magazine that will provide
Fashion week is obviously one of the most interesting times for fashion enthusiasts. While style.com
contiguous material over already does a lot to bring the events to life, we could go further to give readers an “insider”
subsequent Fashion Week perspective by following some key players in Dolce & Gabbana through their activities surrounding
fashion week (see “Series Ideas” to the left).
cycles, creating
SERIES IDEAS 2- MUSIC
connectivity within the DAY IN THE LIFE OF... TWITTER FEEDS Ask a brief question of the models, the designers, the staff backstage, the guests waiting outside, the
online material, year- 1 - THE CELEB
party-goers at Gold, the DJ, etc. One question: what’s the hottest song playing in your iPod right now?
This would be the most superficial of the series;
after-year. The goal is not fun, light, and maybe slightly diva-esque. Select one Build a playlist with accompanying photos based on the responses. This playlist can become a audial
only to have this material cooperative and fun celeb to talk about their Dolce archive of the times and the many diverse people surrounding the collection and the brand!
& Gabbana fashion show experience: Report on
on the website, but to the parties, the getting-ready, the shoe/hair/outfit 3- PARTY REVIEW
selection, dilemmas with the driver or the rain (it Even in this economy- what’s fashion week without the parties?! Cover a key industry party, bringing
create an interactive always rains), misplacing the invitation, etc. the reader inside with information on who was there, what they wore, talked about, listened to,
series in real time through drank... For example, the GQ party is always full of designers, celebrities, models, journalists, and brand
the Twitter feed. 2 - THE MODEL employees- with an open bar and great band/DJ every year - there is always great material to be found
Follow a key model through her day of preparation
for the show; breakfast, waxing, hair, makeup, fitting, when partying with an open bar!
scratching the soles of the shoes to prevent 4- LINE INSPIRATION
slipping, etc... any little details that bring the
process to life! As a preview leading up to the fashion show, it could be interesting (while building some hype) to
present some hints into the inspiration for the new line. For example, snippets from paintings, movies,
3 - THE DESIGNER color blocks, artists, travel locations, etc. Providing these visual hints with very little (and vague) text
Take the reader through the fashion week tasks BEFORE the show, and then filling in the details afterwards (showing how it all comes together with
and rituals of the designers, from press events to some final collection images) could create a nice incentive to return to the site- and it sure beats those
show preparations, to the activities on the day of generic press cards that so many brands use to explain their concept! It would also be great to provide
the show (gym, lunch, greeting guests, final touches,
a theme-appropriate song to download and then, afterwards, provide a playlist with the music from the
serving champagne to the staff afterwards, etc.).
DG show. This piece could then be transfered directly into the DG Archive.
4 - THE MAKEUP ARTIST 5- WORD ON THE CATWALK
Follow her through her meeting with the designers
Here the idea is to provide an editorial combining interviews of opinion leaders with some points on a
to understand the line’s theme and concept, to her
image development process for the models, hot topic. This season, with the uncertainty of the economy and the luxury community taking a big hit,
through execution including any little tips or it could be interesting to discuss the question of whether fashion should represent our hopes or our
“secrets” she uses to create the look of the show reality. Please see example below.
(using the new product line, of course)!
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

6. Torn from the pages of Ashley’s
biography:
Ashley is a jack (Jill) of all trades.
In addition to being an expert in community organization and outreach,
negotiation, sustainable development, and creative policy and planning, she
happens to be a fantastic photographer, a skilled potter, a world traveler, a fine
chef, a fearless white water rafter, a decent writer, and humanitarian.
Furthermore, she is an excellent sailboat racer, and can co-pilot small airplanes,
patch boat hulls and knows her way around a woodshop (thanks, dad). She can
even help you redecorate your home.
Ashley is well-versed in brand strategy and planning. She is knowledgeable in
international consumer trends and marketing throughout various media formats.
She is a social media enthusiast... soon to be wizard!

7. Online Marketing
CONTENT DEVELOPMENT
DOLCE & GABBANA
WWW.SWIDE.COM
This editorial was
WORD ON THE CATWALK
developed to support a
SHOULD FASHION REFLECT OUR HOPES OR OUR REALITY?
current-events opinion
It’s inescapable. Today you can’t even flip to Page Six without catching
series, with interviews to
some foul wind of the economic meltdown. Store closings, layoffs,
be conducted with the
housing foreclosures- it’s so depressing that it almost makes you feel
brand’s guests during
guilty to wanna take a bite out of some juicy celebrity gossip!
Fashion Week. The
opinion series will be Yet with all this turmoil, fashion’s wheels keep turning and designers
SERIES IDEAS
instrumental in DAY IN THE LIFE OF...
continue to wow us with looks ranging from glitzy escapism to urban
developing content for 1 - THE CELEB vagabond (you know who you are)! But as most major movements in
This would be the most superficial of the series;
Swide’s YouTube channel, fun, light, and maybe slightly diva-esque. Select one art, literature, architecture, music, and - yes - fashion often emerge in
with teasers and links cooperative and fun celeb to talk about their Dolce the most turbulent of times, here at Swide we couldn’t help but
& Gabbana fashion show experience: Report on
provided on the Twitter the parties, the getting-ready, the shoe/hair/outfit wonder: should today’s designers give us a reflection of our reality or a
feed. selection, dilemmas with the driver or the rain (it taste of our wildest dreams?
always rains), misplacing the invitation, etc.
To get the inside scoop on this question, we took to the streets
2 - THE MODEL
Follow a key model through her day of preparation (which of course is the catwalk during Milan Fashion Week) to find out
for the show; breakfast, waxing, hair, makeup, fitting,
scratching the soles of the shoes to prevent what the industry insiders have to say!
slipping, etc... any little details that bring the
process to life! (Suggested interviewees for this brief question include DD & SG, Suzy
Menkes, The Sartorialist, Carine Roitfeld, Rachel Zoe,Victoria Beckham
3 - THE DESIGNER
Take the reader through the fashion week tasks and any other a-listers expected to attend the fashion show and
and rituals of the designers, from press events to related events.)
show preparations, to the activities on the day of
the show (gym, lunch, greeting guests, final touches,
serving champagne to the staff afterwards, etc.). So there you have it! Fashion’s royalty has spoken!
4 - THE MAKEUP ARTIST
Follow her through her meeting with the designers
to understand the line’s theme and concept, to her
image development process for the models,
through execution including any little tips or
“secrets” she uses to create the look of the show
(using the new product line, of course)!
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

8. Online Marketing
CONTENT DEVELOPMENT
DOLCE & GABBANA
WWW.SWIDE.COM
This piece on technology Goods: Technology
was written in DG’s online
voice to convey the sense
that the brand is forward- YOUR OWN PERSONAL SOUNDTRACK
thinking and cutting-edge,
and to introduce new
LAST.FM- YOUR NEW BEST FRIEND!
technologies that the
webazine will use in the FASHION GEEK GOODS
Everybody needs a diverse bunch of friends- those who can help you pick out the
future to demonstrate the 1 - FLIP ULTRA CAMCORDER ultimate outfit, suggest the best new movie, the hottest restaurants and clubs, even
brand environment online It’s a camcorder. No! It’s a USB. Well, actually it’s
both. This one is cool because you can shoot up to an where to go for a hair-dye crisis (been there, done that). But how many friends do
(for example, the hour of video, slip it into your pocket and transfer it
onto your PC - or anyone else’s, for that matter. And you know who can suggest the perfect song just for you, depending on your mood
development of online you don’t have to lug around a bunch of chargers and or the occasion? The creators of last.fm have created a program to do just that.
playlists). cables, as if you had the space in that bag! http://
www.theflip.com/store/Product.aspx?CID=F2
It’s simple to use, even for the technologically-challenged. All you have to do is
2 - SAMSUNG MOBILE WITH DLP PICO
PROJECTOR turn the program on, listen to your iTunes or the user radio, select your favorite
Ever wish you could show your friends all the pics and
movies you’ve shot with your mobile without having to songs and banish the ones you hate, check out cool bands and friends whose
wrinkle your swag in a group huddle? Soon, love... music you like, and voila! Using an algorithm, this smart little program will suggest
soon. http://www.digitimes.com/photogallery/
ShowPhoto.asp?ID=3604 heaps of new songs and artists just to your liking! The coolest part is that the
3 - LAST.FM more you use it, the smarter it gets, and by now the site has built up quite a mass
If you don’t already know this one, it’s well time you to tap into.
did! Play your favorite songs on iTunes or on the user
radio, connect with your friends, search your favorite
bands, and voila! Through an algorithm, this smart little If you’re at all addicted to music like we are here at Swide, then this program
program will suggest heaps of new songs and artists
just to your liking! www.last.fm belongs on your desktop! It’s already on ours...
4 - GEKKO.COM
Just like last.fm, except this new website is for travel. **(Accompany with development of DG profile on last.fm for readers and fans to connect
It’s not open yet, but you can sign up now to be among
the first to get the best ideas for personalized travel with the music loved by DG and used in past catwalk shows! We could link it to the story
and restaurant options! This proves it: algorithms are for further connectivity and to create organic marketing through the last.fm site/users.)
awesome... we’re just glad someone was paying
attention in math class! www.gekko.com
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

9. Online Marketing
CONTENT DEVELOPMENT
DOLCE & GABBANA
WWW.SWIDE.COM
These events write-ups
HoWhere: events
were developed to convey
the front-and-center, hip
MUSIC FESTIVAL MADNESS
tone of the DG brand
WHAT IS A FASHIONISTA WITHOUT HER ROCKER FRIENDS? WELL, IF YOU’RE
through the voice of the
brand’s online magazine. THINKING KATE WITHOUT PETE, MAYBE IT’S NOT SUCH A B AD THING, BUT
HERE AT SWIDE, IT IS UNTHINKABLE! ENTER THE ALMIGHTY MUSIC FESTIVAL.
HOWHERE? HERE.
We just heard last week that Miami’s favorite music festival, Langerado, was cancelled due
1 - METROPOLITAN MUSEUM’S
COSTUME INSTITUTE to “sluggish ticket sales”. Now we know there is nothing sluggish about a festival that
“The Model as Muse: Embodying Fashion” - pulls an amazing array of folks from fashion to art, design, naturally music, and even a few
exhibit (chaired by Kate Moss, Marc Jacobs, suits. What’s next- Glastonbury? The horror!
Justin Timberlake, and Anna Wintour) featuring
pieces from the latter half of the 20th century, In a panic, we zipped over to the Glastonbury webpage, and are happy to report that all is
including works by DG. Opens in May, but the
announcement came this week. well. But for those of us who just can’t wait until June, we are pleased as punch that
Coachella is still up and running for their April festival outside of Palm Springs, California.
2 - COACHELLA To get you informed and in the festival-going mood, or if you’re like us and stuck on the
Possibly the best American music festival... other side of the world from sunny California, the Coachellites have been kind enough to
www.coachella.com provide full albums, videos and websites of all of their featured artists! Warning: this
website may lead to various conditions as festival envy, viral web surfing, and catatonic
3 - VENICE CARNIVAL
With the ball, fashion show, drag queen dreaming. Enjoy!
spectacular, and public “hair sculpting,” coming
on Sunday, this very Italian event is a dream to <http://www.coachella.com/updates/news>
people living abroad. What would DG wear?
4 - MARIO GIACOMELLI AT FORMA
CENTRO INTERNAZIONALE DI
FOTOGRAFIA IN MILAN
These poetic mid-century B&W shots
captured from daily life within Italy make a
beautiful pit stop when Fashion Week gets too
hectic. Running now through March 22.
www.formafoto.it
5 - THE ART SHOW
AADA’s annual art show in NYC &
surrounding parties/events. February 19-23.
http://www.artdealers.org/artshow.html
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

10. Online Marketing
CONTENT DEVELOPMENT
DOLCE & GABBANA
WWW.SWIDE.COM
This movie review was Movie Review
written to show the JUDE IS ALL THE RAGE
personality of the brand
What do you get when you mix New York Fashion Week, a blogger, model Lily Cole, acting goddess
through film which is Dame Judi Dench, the financial meltdown, murder, and –wait for it… Jude Law as a raven-haired
sexy, provocative and transvestite supermodel? You get a movie we are dying to see: Rage!
original... & perhaps a You can imagine our anticipation from within the belly of the online fashion world to view
little dark, though written this story: over the course of a week, a young student blogger records the behind-the-
scenes preparations of a Middle Eastern designer’s latest collection. Through a mix of
in the fun tone of DG’s
interviews under the blogger’s watchful eye (and cell phone camera), the blogumentary
online magazine. becomes a murder investigation into the death of a model, which then turns into a
confessional masterpiece.
The underlying themes of the film include a comedic spoof on the fashion industry as it
faces economic uncertainty, the clash between the transparent and the hidden in the digital
age, and most poignantly the gap between reality and appearances. Who better to play the
role of someone stereotyped for his lovely appearance than actor Jude Law? As director
Sally Potter states on her website, BEAUTY <http://www.sallypotter.com/beauty-blog>:
Jude Law, whose beauty has sometimes been held against him as an actor,
made the courageous decision to accept the role of Minx - a “celebrity
super-model” and took on a kind of hyper-beauty for this persona... a
CURRENT OPTIONS ‘female’ beauty which gradually unravels as the story unfolds.
1 - TWO LOVERS Strangely, the more he became a ‘she’, coiffed and made-up - the more
Joaquin Phoenix, Gwyneth Paltrow and Vinessa Shaw naked was his performance. There was great strength in his willingness to
examine the torn longings between wild, destructive make himself vulnerable. It was an extraordinarily intense part of the
obsession, and dedicated, nurturing love. This voyeur- shoot.
friendly film also provides a touching look into the
lives of Brooklyn dry cleaning families, often Proving that he can play a beautiful woman through the use of makeup, facial expressions
overlooked in the garment business. and body language alone with a great script will not only ensure critical acclaim for the
actor; it will also ensure than now both men and women can envy him equally!
2 - RACHEL GETTING MARRIED On a more serious note, this film also proves that, even today, a great story can be told by
No longer princess nor fashion slave, Anne Hathaway
portrays a recovering addict with a weekend pass just that- telling the story. The face-to-camera interview style of the movie is without special
from rehab for her “good” sister’s wedding. This is a effects and elaborate set changes.
beautiful combination of music, poetry, despair and
forgiveness, set within a family spared from the typical Rage was released at the Berlin Film Festival early this week, and we are dying to get our
Hollywood gloss. hands on it! Although we’ll have to wait a few more weeks, if you’re dying to sneak a peek at
Jude Law as a supermodel, look no further (yes, that is really him in the photo).
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

11. Online Marketing
CONTENT DEVELOPMENT
DOLCE & GABBANA
WWW.SWIDE.COM
This literary review was
Book Review
developed to convey the
spirit of the brand A FOOL FOR YOU
through the tone of DG’s
If you’re in the mood for a little cultural infusion, but like us here at Swide, you’re growing weary of the
online magazine. The heavy tones of late, we’ve got our hands on a remedy. In his latest book, Fool, author Christopher Moore
book was chosen to reveal gives us a light hearted version of Shakespeare’s King Lear, as told through the sly eyes of his favorite
a sense of fun intermixed jester, Pocket.
with tradition & culture, This is a bawdy tale. Herein you will find gratuitous shagging, murder,
spanking, maiming, treason, and heretofore unexplored heights of vulgarity
with subject matter that is and profanity, as well as nontraditional grammar, split infinitives, and the
internationally known. odd wank . . . If that's the sort of thing you think you might enjoy, then you
have happened upon the perfect story!
-Christopher Moore
We couldn’t have said it better ourselves! Moore’s outrageous writing style combines Elizabethan
English with modern slang and jokes that bring a fresh and whimsical view on Pocket’s quick-witted
attempts to save his king and country from disaster. With it’s fair share of sex, deceit, biting humor,
and amusing antics, Fool still manages to deliver the underlying message of Shakespeare’s original
play without the dusty overtones or need for an Elizabethan dictionary.
This one just came out last week, but is also available in an e-version for us web addicts!
Hyperlink: <http://www.harpercollins.com/books/9780060590314/Fool/index.aspx>
(Insert author’s video interview from above website.)
COMING SOON
ART & ELECTRONIC MEDIA
Phaidon, everyone’s favorite art-book house, is set to release an international review of electronic works
from over 150 renowned artists. Subjects include light, electronic media, virtual reality, the web and
robotics.
http://www.phaidon.com/Default.aspx/Web/art-and-electronic-media-sneak-preview
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

12. Online Marketing
CONTENT DEVELOPMENT
DOLCE & GABBANA
WWW.SWIDE.COM
This piece was created to Dolce & Gabbana FW10 Menswear Collection
encapsulate the latest DG
menswear collection into The FW 2010 Menswear Collection present in the illusion to suspenders, loosely
from Dolce & Gabbana takes its cut trousers, narrow trench coats and
the newly developed inspiration from Postwar Sicily and the military jackets. The influence of the
1966, Bruno Barbey 1964, Salvatore Adamo
collection archive, neorealism movement that rocked the Italian traditional fishing industry is revamped
spanning the fashion art scene. Sicily, where the fashion house has through thick knits, high collars, heavily
house’s rich history. The its early roots, is a land full of beauty and draped scarves, lush cottons and elegant
charm, complexities and contradictions, striped patterns. As a direct mirror into this
purpose is to tie the new
making it the perfect subject of neorealist world, the traditional flat cap is used
collection’s marketing 1966, Sicilian schoolboys 1963, Scianna presentation application where elements of real life are throughout the collection.
campaign together with used to illustrate a story of the imagination.
While the designers took inspiration from
the past collections,
Combining elements from baroque to romantically modest roots, there is no
demonstrating brand aristocratic within their collection, the design absence of Sicily’s rich history in the
consistency and relevance duo pulled inspiration from various sources collection. Traditional forms are enriched
to the brand’s roots, and 1962, Sicilian gamers 1960, Scianna
within Sicilian history. The collection is with exquisite materials: bow-ties are made
exciting brand enthusiasts focused on forms present in mid-century from the finest velvets and silks, jackets and
Sicily, famously captured on film by the likes pants are finished with beautiful leather
with information on of photographer Ferdinando Scianna and detailing, luggage in shapes reminiscent of
inspiration, materials, director Luchino Visconti in La Terra Trema. antique equipment bags are crafted from
etc. Video clips from Yet even within this get-to-work mentality, contrasting colors in python and crocodile.
inspirational films should the forms are relaxed and the materials
1956, Sicilian fishermen softened in some cases to represent the To finish the collection on a soberly high
be archived into the note, the designers used the art of silk
comfort of coming home. Using the color
YouTube channel, and palette of the era, the collection is based in weaving, a practice perfected in Sicily
period songs archived 1960, Scianna black and white, shades of grey, and highlights centuries ago. Narrow-cut jackets in a range
of the collection’s signature colors are
into the digital playlist. in variations of regal and passionate reds.
woven in various patterns centered around
The reference to Sicily’s working class within familiar checks and stripes.
http://www.youtube.com/watch?v=Iei6zh_jFiQ
the mid-century construction boom is
<Graphic Direction: insert playlist from fashion show, slide show of runway looks, video clips of silk
weaving, detail images from collection, clippings from fabrics, sketches, photos of the designers in
Sicily, key images and films of inspiration>
1956, Sicilian kids La Terra Trema film still
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

13. Online Marketing
VALENTINE’S DAY
CAMPAIGN FOR YOOX
This newsletter copy was
written to provide a
common sales theme for
various pieces on offer
over the Valentine’s Day
email campaign. Product
selection was based on the
unifying element of sheer
materials, in various
styles and price ranges.
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

14. Online Marketing
SPRING DRESS Elegantly Waisted Silhouette Examples:
CAMPAIGN FOR YOOX Cinched... Skimmer...
Today’s politicians are not the only ones referencing the
go­get­em attitude following the Great Depression­ even
designers are taking inspiration from the WW2
Generation.
This season’s collections refer back to the @igures who not
only survived war and economic crisis, but went on to
build a brave new world in style. A predominant post­war
Roberto Cavalli Marni Taffeta
theme focused on changing the female silhouette. Today, Crepe Dress Patterned Dress
we see two familiar silhouettes re­emerging: one with a
feminine cinched waist and one with a @lowing skimmer
form. The Skimmer
The Cinched Waist Beginning in the tough economic years of the 1930s, the
skimmer dress freed women from the con=ines of the corset,
In this look, we see a return to the silhouette of Christian Dior’s completely releasing the waistline and baring feminine arms
New Look, which emphasized the feminine frame after the and legs‐ often for the =irst time. What began as a scandalous
dif=icult war years, when a =itted dress was a luxury few could look, acceptable for wear only inside the house, became a
=ind. Key characteristics of this look include a longer skirt sensation widely adopted by young women for all occasions by
length, a rounded shoulder, and a nipped‐in waist that the 50s and 60s. Whether for work or play, this easy piece
emphasizes the roundness of the hips in a full or pencil skirt. allows you to go out in style with little effort. After all, you have
Today’s examples are less anatomically extreme, yet no less a lot on your mind these days!
=lattering!
<PRODUCT SELECTION>
<PRODUCT SELECTION> Marni Taffeta Patterned Dress $645
Dolce & Gabbana Cinched Jacquard Dress $1,190 Stella McCartney Twill Dress $439
Roberto Cavalli Crepe Dress $708 Emilio Pucci Crepe & Sequin Dress $1,030
Les Hommes Satin Dress $450 Costume National Flannel Wool Dress $315
Michael Kors Lace Jacquard Dress $515 Burberry Baize Cloth Dress $445
Prada Flannel Wool Dress $1,090 Miu Miu Melange Dress $395
Lutz Satin Dress $354 Mary Jane Canvas Dress $334
Givenchy Twill Dress $580 L’Autre Chose Voile Dress $132
Antonio Berardi Twill Dress $689 Diane von Furstenberg Coated Jersey Dress $215
Miu Miu Tuille Lame Dress $1,450 Miu Miu V‐Neck Jersey Dress $248
Alexander McQueen Woolen Flannel Dress $760 Marc by Marc Jacobs Satin Dress $285
Christian Dior Boutique Silk Dress $1,185 Emporio Armani Satin Dress $215
Jean Paul Gaultier Femme Velvet‐Tulle Dress $592 Seventy Silk Dress $147
Luisa Beccarica Satin Dress $592 PAROSH Silk & Satin Dress $360
Seventy Jersey Dress $230 Marni Satin V‐Neck Dress$960
Vintage 55 Knit Dress $190 Temperly Silk Dress $517
Jill Sander Satin Dress $446
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

15. Online Marketing
The following are examples of company-
Newsletters specific email newsletters designed to
promote key products, new collections, or
special initiatives taken by the company
Street Fashion through a particular campaign.
The tone is unique to each brand.
Fashionista
Inside BuyVIP
Blog
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

16. Newsletters
This newsletter was created to From: Marni Online Store
EMAIL NEWSLETTER COPY
promote Marni’s spring To: Yoox Test Main
offering of t-shirts displaying Dream a Little Dream of Marni
Subject: Dream a Little Dream of Marni
Subject:
children’s drawings, as well as
the children’s charity that
Spring back in time
sales proceeds will support.
The tone is intended to be
artistic and inspiring, in
keeping with the brand
experience. and rediscover the art of being a child.
Marni takes you inside of childhood dreams for a peak at
the future from the brighter side of life. Explore wearable
cotton basics inspired by the minds of youth. Your
inspiration could be their future.
What‘s your dream?
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

17. Torn from the pages of Ashley’s
biography:
Ashley has the ability to be wildly outgoing and equally serious, when the time calls
for it.
She won an award for comedic writing and was the valedictorian of her graduating
class in college. She was voted Most Outgoing and Most Likely to Succeed in high
school. She plans great parties (no charades). She has trained the most stubborn of
dogs. She has not received a speeding ticket in 10 years.

18. Newsletters
This newsletter was created From: Stone Island Online Store
in an effort to convey the To: Yoox Test Main
personal relationship that Subject: Flashback: World War I
Chairman Carlo Rivetti has
with many of his customers,
whom he frequently interacts
with in stores and discusses
products and inspiration
with. The goal was to pass
this information and
personal relationship on to
virtual customers, in keeping
with the technical tone of the
brand. I developed this piece
for his online store based on
a story he had told me over
coffee one afternoon.
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

19. Newsletters
This copy for this newsletter EMAIL NEWSLETTER COPY
was created to convey the
youthful and trendy attitude of Subject: Fluid Fix
the brand and introduce the
spring theme (nautical).
Additional responsibilities Weather the stormy seas
included a critical analysis of
the online store’s splash page this spring with flowing
copy for the store manager frocks
and development team, and to (multiple images)
rewrite the copy reference to
Miss Sixty’s charity
partnership, Charity Water, Seafaring stripes and
while simultaneously linking accessories
to the brother site, energie.it.. (multiple images)
Image examples
* Suggestion to change link text on main
splash page SPLASH PAGE COPY SUGGESTIONS
* Links:
Feel a spark? Shop for Him at
<energie.it>
Give someone in need a fluid fix
through the gift of clean water
<Charity Water>
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

20. Online Marketing
Newsletters
Both fashionista.com and various trend
Street Fashion hunting/forecasting agencies sought
images of “fashion from the street”, best
captured around art events and fashion
Fashionista week activities. The following are
examples of streetshots I took for
trendhunters, and pieces I wrote for
fashionista.com’s Streethunter series.
Inside BuyVIP
Blog
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

21. Street Fashion
TREND HUNTING FASHIONISTA’S STREETWALKER
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

22. Street Fashion
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

23. Street Fashion
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

24. Street Fashion
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

25. Street Fashion
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

26. Online Marketing
Newsletters
Street Fashion
In addition to street fashion, another focus
Fashionista of the Fashionista blog is to create hype for
fashion events by reporting on parties,
events and gossip. The following are
Inside BuyVIP examples of the work I shot and wrote
about in this area.
Blog
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

27. Fashionista
Backstage at D&G, 2007
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

28. Torn from the pages of Ashley’s
biography:
Ashley is resourceful.
She may not have all the answers, but she knows where to look for them. She
went from riding her bicycle all over Milan with nothing but her camera
equipment, a notepad and a map in the basket to take pictures for trendscouts, to
covering the backstage and catwalk action at Fashion Week, to meeting Tom Ford,
interviewing the Sartorialist and the CEO of Ferragamo (among others) and
helping to develop a new strategic digital media voice for an international luxury
brand within two years...
She has sourced shoes that can take a girl from light hiking in the Alpine villages
of Liguria, onward to a black tie affair (seriously). She can find a way to furnish
an overseas apartment on a student loan that was taken out before the exchange
rate went berserk by building bookshelves and other household furnishings with
ancient Roman tiles, fishing line, bubble gum and the instruction of some old
episodes of MacGyver. Just kidding. Bubble gum would be unsanitary.

29. Fashionista
Street shot, Milano 2006
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

30. Fashionista
Berlin Fashion Week party
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

31. Fashionista
Neil Barrett show, Milano 2007
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

32. Fashionista
Smeilenliner show, Berlin 2008
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

33. Online Marketing
Newsletters
Street Fashion
Fashionista
Having been commissioned by German
Inside BuyVIP e-retailer BuyVIP, I was asked to make a
critical (though light-hearted) analysis of
the 2008 Berlin Fashion Week. The
Blog tone of the blog is very dry, which is
reflected in the following entries.
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

34. Inside BuyVIP
Logo-Mania at Unrath & Strano
For the Unrath & Strano show, I was really surprised to see the Motorola
logo on the second dress that came down the catwalk. I know that
designers need to make money, perhaps by demonstrating their sponsor’s
image, but this was the strangest thing I have ever seen on a catwalk- and I
have seen some bizarre things! Sometimes co-branding can go very
wrong. It seemed like the designers’ message was lost in that moment, or
maybe their message was supposed to convey the irony of producing
commercialized fashion. Either way, the buzz in the crowd from that point
onward to the after-party was how the designers were corporate sell-
outs, and I am pretty sure that was NOT their intention. Anyway, the
clothes were relatively standard and didn’t push the limits of fashion,
although there were some amazing standout dresses that oozed feminine
Motorola on the catwalk U&S goddess dress sexuality. The designers seem to have a great talent for making floor-
length gowns that are modest while reflecting nudity at the same time,
and I loved it! I had originally grimaced at the brightly striped men’s suit,
but much to my surprise after the show, I spoke with a young actor who
said that very piece was his favorite, and he would wear it out if given the
chance.
posted August 2008
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

35. Inside BuyVIP
The Afterparty
After the U&S show, we headed to the afterparty. At first it was pretty
dull, with no one on the dance floor and everyone standing around the
brightly lit “Motorola VIP lounge,” looking in and wondering who in the
hell these “VIPs” were! However, after a few drinks from the open bar
that was flowing freely all night, the crowd lightened up. We were drawn
to a group of people actually sitting in the middle of the empty dance
floor, and took a seat there with them to get a view of the party from
The Model
below. Within 15 minutes, the dance floor was packed, and it remained
packed until the sun came up. Although we were all destroyed the next
day, it turned out to be a great party, and we had the opportunity to meet
some brilliant people, including a model from the U&S show, the two
partners of “Not Just Another Label” who are practically art in and of
themselves, Gideon Tam -who won men’s designer of the year two days
later at Premium for his incredible knits, and other journalists, designers,
The Journalist photographers, and various fashionistas from around the world. I love
how everyone comes to Berlin to see something unique and genuine in
fashion. (Maybe this is why it was such a shock for everyone to see brand
placement on a Berlin catwalk.)
posted August 2008
Not Just a Label
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

36. Torn from the pages of Ashley’s
biography:
Ashley is a Southern gal with an international profile.
She was born on a farm in southwestern Virginia, and is now as well versed in Milanese
dialect as she is in Southern cooking. She’s lived in 5 international cities, and 6 small
towns. She learned how to drive on the Blue Ridge Parkway in a red pick-up truck.

37. Inside BuyVIP
Smeilininer
I had the opportunity to go to the Smeilininer show as soon as I landed
in Berlin. This was a special treat because I had met the designer last year
after her premier show. At that time she was one week from having her
first baby, and having just had her first fashion show, it was a big moment
for her. As with last year, Smeilininer’s colors were still very bright,
though a little more subdued. Last year she seemed to be working a lot
with colored ribbons, weaving different textures into a fabric that would
then be cut into a classic form for a dress, skirt, or jacket. This year the
The Designer, 2007
forms were far from classic, but still had the careful craftsmanship of a
dedicated seamstress. The dresses and separates were very playful,
almost as if they had been made for children, but more refined. In fact.
we wondered if some of the pieces were inspired by the designer’s new
role as a mother. There was one funny moment when a model came
down the runway in striped drop-crotch pants with an unfortunate bulge
in the rear, and we couldn’t help but be reminded of the way a baby’s
trousers bulge with the contour of a diaper. Whatever her inspiration
may be, this designer has managed once again to convey a real sense of
joy in her creations.
2007 Ribbon-Knit Jacket 2008 Drop-crotch Trousers
posted August 2008
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com

38. Inside BuyVIP
Student Presentations
The real gem of various fashion shows around the world comes from the
student presentations. Here you can see what’s going on in the minds of
the young creatives, before they have to start worrying about
marketability or the bottom line (although some never do!). Some
highlights: a clutch covered in nails, guaranteeing the owner of said clutch
will never be mugged while carrying it; the slinkiest, silkiest looking baby
blue dress (I’m not sure if it was in fact silk or fine polyester, etc) with a
very subtle lizard print down the back - this was gorgeous and so fluid
that when the model walked in it, the audience was mesmerized;
florescent lights inside the layers of a dress hem; and menswear that was
almost like a super-hero costume line up, reflecting the urban warrior
theme that has been prevalent in these last few years. After the show, the
designers did a final walk with the models, and they were so full of hope
and energy. It will be fun to see where they end up in the future. As for
me, I’ll be looking for that blue dress!
posted August 2008
A s h l e y E . D a v i d s o n • Fa s h i o n W r i t i n g & P h o t og ra p hy Po r t fo l i o • v i a l e L a z i o 8 , 2 0 1 3 5 M i l a n , I t a l y • telephone: +39 3291163682 • ashleyed@gmail.com