I’m Karina, a brand and PR manager in fashion. I’m finishing Fashion Branding at HSE, and for over a year I’ve been working inside ASIA ST71, a Russian streetwear brand.My job is the whole route from the brand to its audience: collabs, events, bloggers, shoots, press. I’m used to taking a task on in full and seeing it through myself, from the first idea to the day people show up.Below are five projects from that year, from a merch drop to two store openings.

Task: a merch line for the MUZ-TV 2025 awards that people would keep wearing after the show.Idea: «Legend» as the main word, set big on tees and caps, plus details that feel like backstage: a VIP tag, a crossbody pouch, a hard case.What I did: worked on the collab on the brand side, from agreeing with the partner to coordinating the studio shoot and product photos.Result: a line of tees, caps and accessories in two colours, a lookbook and a set of product shots.

Task: a capsule with a football club that the club’s fans and the brand’s audience would both wear.Idea: matchday kit through the eyes of a streetwear brand. Denim with both crests, the Black Spider line in gothic Cyrillic, caps with rhinestones and a flag that says UNIFICATION.What I did: worked on the partnership on the brand side and coordinated the shoot on the pitch and in the stands.Result: the capsule, a lookbook shot at the stadium and product photos for the store.

Task: an image campaign that shows the brand outside its usual streetwear setting, with suits, dresses and accessories next to hoodies.Idea: a family of three generations in an eclectic country house. A long dinner, curlers and novels in the bedroom, evenings in the red library, a walk in the pines. Every character wears the brand in their own way.What I did: worked on the concept and coordinated the shoot: locations, the cast of different ages, styling, the team on set.Result: a full campaign series for the brand’s channels.

Task: open the store on Nevsky in St Petersburg and re-open the store in Yekaterinburg so that each night felt like a brand event.Idea: each store gets its own world. In St Petersburg, damask wallpaper, a globe, a giant face covered in the brand’s arrows and a presentation for guests. In Yekaterinburg, an astronaut and a sheep at the entrance, a metal photo wall and a lounge.What I did: organised and coordinated the events: venues and malls, guests and bloggers, catering, branded details, the team on the night.Result: two opening nights with guests, press photos and content for the brand.

Every project goes through five steps. After the second one you already have a concept with visuals and a plan, and you can decide whether we go on.Timing depends on the task, so we agree on it at the brief.

I’m open to a role in a brand team and to one-off projects: fashion and lifestyle brands, and also restaurants and hotels with a clear character.The fastest way to reach me is Telegram: @kkarinaeparskaya