Hello, I am Hirni!

Strategic by instinct, creative by nature. Building brand worlds in fashion, luxury, and culture.

Brand Strategy ✦ Creative Production ✦ Experiential Marketing
LinkedIn ↗ Resume
Open to Work ✦ 7 Years  ·  25+ Projects  ·  Fashion  ·  Luxury  ·  Lifestyle
View Work

About

Where strategy
meets execution.

Hirni Shah

I work at the intersection of strategy and execution, turning brand vision into campaigns, systems, and client experiences.

My work spans architecting a luxury styling house for HNW/UHNW clientele to global campaigns that earned 3M+ views and Vogue coverage. I stay involved from brief to delivery, there's no handoff between thinker and doer.

Parsons School of Design
MPS, Fashion Management · New York
2023 – 2024
NIFT Bangalore
B.Des, Fashion Communication · India
2018 – 2022
New England College
Executive MBA, Strategic Leadership · In Progress
2026 – 2028
3M+
Campaign Views
Globally
Vogue
International
Press Coverage
30%
Sales Growth,
Anita Dongre NYC
NYFW
Runway Production,
New York Times Feature
Work with me →
Brand Strategy Campaign Creative Creative Production Luxury Experience Design Experiential Marketing Cultural Intelligence E-Commerce Strategy Retail Strategy NYFW Production Content Strategy Brand Strategy Campaign Creative Creative Production Luxury Experience Design Experiential Marketing Cultural Intelligence E-Commerce Strategy Retail Strategy NYFW Production Content Strategy

Selected Work

Projects that
moved things.

Brand strategy, creative production, experiential marketing, and campaign work across fashion, luxury, and lifestyle. From Bengaluru to New York and across global platforms.

Bhavya Ramesh Campaign
Project 001

Campaign Creative Production · India · Global Reach

Bhavya
Ramesh

Role Creative Operations Lead
Studio Studio C9, India
Market India to Global
Coverage Vogue Singapore, Vogue India

Led creative operations, production coordination, PR outreach, and styling support for a social-first campaign for jewellery designer Bhavya Ramesh. Structured the campaign as a production engine designed for viral reach and editorial amplification simultaneously. Resulted in 3M+ views, Vogue coverage, and organic celebrity adoption including Madonna and leading Bollywood collaborations.

Campaign Strategy Creative Operations Social-First Production Celebrity Seeding
3M+ Campaign Views
1M+ Flagship Video
2 Vogue Features
100% Organic Reach
Bhavya Ramesh CampaignBhavya Ramesh CampaignBhavya Ramesh CampaignBhavya Ramesh
Project 002

Luxury Retail · Brand Experience · New York

House of
Anita Dongre

Role Brand Experience Lead
Location NYC Flagship
Clientele HNW & UHNW
Sales Growth +30% Revenue

Delivered concierge-level brand experience, visual merchandising, and retail strategy for the New York flagship of India's most prestigious luxury fashion house. Reframed the sales function as cultural brand ambassadorship, treating each client interaction as an opportunity to deepen their relationship with their own heritage through contemporary luxury.

Luxury Retail Client Experience Cultural Heritage Brand Ambassadorship
+30% Sales Growth
+60% Client Retention
+30% Avg Order Value
HNW Client Tier
House of Anita Dongre
House of Anita DongreHouse of Anita DongreHouse of Anita DongreHouse of Anita Dongre
Studio Sush
Project 003

Luxury Brand Strategy · Weddings · UHNW

Studio
Sush

Role Creative Strategy Consultant
Client Budget $5M to $6M Events
Deliverable Full Brand Architecture
Output 20-Page Live Playbook

Built a complete brand, service, and operational architecture for a luxury Indian-American wedding styling house from the ground up. Developed a proprietary 6-phase methodology, 3-tier service packaging, and a full 7-stage client journey designed for HNW and UHNW clientele. Delivered a 20-page operational playbook that is now the active foundation of the business.

Service Design UHNW Clients Luxury Positioning Brand Architecture
$6M Client Event Scale
6 Phase Methodology
3 Service Tiers
Live Active Practice
Studio SushStudio SushStudio SushPocketful of Cherrie NYFW
Project 004

Live Event Production · NYFW · New York Times

New York
Fashion Week

Show Pocketful of Cherrie
Role Backstage Ops & Wardrobe Lead
Media New York Times Feature
Result Zero Production Failures

Delivered full backstage operations for Pocketful of Cherrie's runway presentation at New York Fashion Week. Managed wardrobe sequencing, model flow, quick-change coordination, and live run-of-show execution under the extreme time pressure and zero-margin conditions that NYFW demands. The show earned a New York Times feature. Backstage at a fashion show is where a brand's operational values are made visible; this was flawless.

Event Production Wardrobe Coordination Fashion Week Live Operations
2 Live NYFW Shows
0 Production Failures
NYT + Vogue Press Features
4 Global Fashion Pillar
NYFW
NYFWNYFWNYFWPocketful of Cherries NYFW

Other Projects

Starter x AJIOStarter x AJIOStarter x AJIOStarter x AJIO
Creative Production E-Commerce Cross-Market

Starter x AJIO

Led shoot strategy, production coordination, and lead styling for Starter's first official launch on AJIO, India's largest fashion marketplace. Translated a US brand's visual identity into platform-specific assets optimised for Indian consumer expectations, while maintaining global brand DNA.

US to India Market Entry · Assets Live on AJIO
Grape TownGrape TownGrape TownGrape Town
Content Strategy Digital Platform AI Fashion

Grape Town

Developed a consumer-insight-led content strategy and platform playbook for Grape Town, an AI-powered fashion and social commerce platform. Grounded in the insight that fashion discovery for younger consumers is identity-driven, not product-driven, the strategy delivered across Instagram, TikTok, and Pinterest.

Playbook Implemented Live · 3 Platform Strategy
Unhinged ExperiencesUnhinged ExperiencesUnhinged ExperiencesUnhinged Experiences
Events Bengaluru Experiential Marketing

Unhinged Experiences

Designed guest experience strategy and experiential brand activations for Sula Vineyards, O'Be Cocktails, and Meet 7 Club as part of the experiential arm of Studio C9. Built the full arc from touchpoint strategy and activation concept through vendor coordination and live production logistics.

Sula Vineyards · O'Be Cocktails · Meet 7 Club
Bhavyaa NYFW Bhavyaa NYFW Bhavyaa NYFW Bhavyaa NYFW
Backstage Production Jewellery NYFW

Bhavyaa x NYFW

Served as Wardrobe Lead for Bhavyaa's New York Fashion Week showcase, managing the end-to-end backstage operation for a jewellery-forward presentation. The role centred on ensuring every piece was styled, sequenced, and placed with precision, coordinating with models, the design team, and the run-of-show to guarantee each look reflected the brand's aesthetic exactly as intended. Jewellery at a runway show is unforgiving; there's no hiding a misplaced piece under stage lights. Every collection item made it to the runway correctly, on time, and intact.

Wardrobe Lead · New York Fashion Week
Supreme ExpressSupreme ExpressSupreme ExpressSupreme Express
Strategy Concept · Parsons
Experiential Retail Parsons Cultural Strategy

Supreme Express

A fully realised experiential retail concept for Supreme: a converted double-decker bus touring six US cities at Boys and Girls Club locations. Integrated cultural storytelling, artist partnerships, immersive spatial design, and a full KPI framework. Anchored in the insight that Supreme's audience participates in culture, not commerce.

6 Cities · 20% Social Growth Target · +30% Revenue
Rimowa x BMWRimowa x BMWRimowa x BMWRimowa x BMW
Strategy Concept · Parsons
Automotive Global GTM Strategy Luxury Collaboration

Rimowa x BMW

A comprehensive go-to-market strategy for a luxury travel goods collaboration between Rimowa and BMW. Developed against the $3.39B premium luggage market with six audience segments, a "Skybound by Rimowa" product collection, talent campaign with Gigi Hadid and Chris Hemsworth, and Fortnite integration for cultural reach.

$3.39B Market · 6 Audience Segments · Full GTM Strategy

Capabilities

How I work with you

Brand Strategy
& Positioning

Brand architectures built for longevity. From audits and narrative frameworks to messaging hierarchies and market differentiation, rooted in cultural insight and built to hold under commercial pressure. Every system designed to communicate consistently across every channel and every touchpoint.

Campaign
Creative Strategy

Concept, narrative, and creative direction from brief to delivery. Built for campaigns that need to move culture as much as product. Social-first productions generating millions of views, Vogue coverage, and organic celebrity adoption, through to global brand platform launches.

Creative Operations
& Production

End-to-end campaign production across pre-production, on-set execution, post-production coordination, and multi-platform asset delivery. I hold the creative brief and the production timeline in the same hand, keeping quality and efficiency in lock-step from day one to final delivery.

Luxury Consumer
Experience Design

High-touch client journeys for HNW and UHNW audiences where every touchpoint signals trust, exclusivity, and care. From intake and discovery through post-engagement nurture, the system itself becomes the brand promise. Built for brands where the experience is the product.

Experiential &
Cultural Marketing

Brand activations and community campaigns that create cultural moments rather than transactions. From touring retail experiences and pop-up concepts to live event production at NYFW scale. Every concept built on audience insight and engineered to generate earned attention and social amplification.

E-Commerce &
Shoot Strategy

Platform-specific shoot strategy and styling direction for global brand launches, with assets designed to work across e-commerce, social, and digital marketing simultaneously. Every production decision made with channel fluency and commercial performance built in from the start.

In Their Words

Voices from
the work.

What sets Hirni apart is her ability to merge cross-cultural influences with a sharp understanding of global trends and the visual narrative elements essential for high-level strategy.

Aidos SatbekÓner Agency, New York City

Hirni brought a rare mix of sharp creative instinct and calm, results-driven leadership. Her extraordinary ability to balance aesthetic consistency with practical execution ensured that each look was presented exactly as envisioned, and often better.

Cherrie NagpalPocketful of Cherrie · NYFW

Her ability to merge aesthetic innovation with strategic operational precision allowed her to handle complex productions with ease, ensuring every element aligned with both the client's brand vision and our conceptual ethos.

Shobna & Praveen MuniyappaStudio C9

The professionalism, vision, and adaptability she demonstrated were of the same calibre as senior industry professionals I have worked with across global runways.

Bhavyaa PrasadBhavyaa · NYFW

Hirni's ability to combine artistic innovation with meticulous execution is exactly what distinguishes extraordinary talent in our industry.

Priyanka Ella Lorena LamaP.E.L.L.A.

Get In Touch

Let'screate

Open to brand strategy, creative production, experiential marketing, and events collaborations, especially for cultural and mission-led brands in fashion, luxury, and lifestyle.

shahh521@newschool.edu
LinkedIn Resume