Creating narratives that inspire, excite, represent & relate.

Having spent over 15 years working in luxury fashion for international and emerging brands, Sally has a unique understanding of how to build a seamless content and commerce experience and grow and engage a global audience authentically. Most recently, Sally co-created The Modist – a first-of-its-kind - global, luxury e-commerce platform for modest dressing. As the creative director, Sally established The Modist’s brand identity, positioning, content, and styling direction, as well as overseeing its social channels, marketing campaigns, and native app design. Sally was also responsible for building their in-house studio and creating the brand’s e-commerce look, feel, and fashion direction. From inception, Sally evolved the user journey to adapt to customer trends, preferences, data, and community feedback and found innovative and impactful ways to tell their story of style and inclusion.

Prior to The Modist, Sally launched Harper’s Bazaar Arabia in the Middle East. As Fashion and Beauty Director Sally was responsible for the ideation and creation of inspiring and relevant content, cover stories, brand partnerships, and establishing its unique positioning in the region. She has also independently worked with some of the most recognized luxury brands globally as well as supporting start-ups and emerging brands and served as a panelist at events such as Teen Vogue and Glossy. Having also worked with A-list celebrities, tastemakers, and change agents, Sally is passionate about building communities, shaping the industry for the better, and telling stories that matter.