Align your strategy with your aesthetic.

Aesthetic and commerce are not opposites — they are allies. As a former buyer with a marketing background, I understand what sells — and why. My work is about aligning your brand's DNA with the realities of the market, while preserving the artistic and emotional essence of your vision.

My philosophy

Clients

  • Profile of a woman with short wavy brown hair, wearing large silver earrings with long chandelier-like fringe, against a plain gray wall.

    Pearl Octopuss.y

  • A woman standing in a room with gray walls and carpeting, wearing a black long coat, black skirt, black shoes, and large earrings, standing near a window.

    Envelope1976

  • A black handbag on a minimalist gray table with a wooden wall and a white hanging fabric panel in the background.

    Koné

  • A woman walking down a runway wearing a white, fluffy faux fur coat, a black long skirt, and shiny black boots.

    Herskind

  • Woman sitting on a beige armchair in front of a modern concrete wall, wearing a black sheer long-sleeve top and black shiny pants, with a confident pose.

    Misha

  • A woman with long black hair wearing a dark, plush coat and carrying a black leather handbag stands against a metallic, horizontal-slatted background.

    Stylein

  • A woman standing outdoors against a rocky landscape and cloudy sky, dressed in a beige oversized coat and gloves, looking off into the distance.

    by Aylin Koenig

  • A young woman with short dark hair and fair skin wearing a beige button-up sweater and a black skirt, standing against a plain background.

    FTC Cashmere

  • A woman with curly hair in a brown suit standing in front of a Renaissance-style mural painting.

    Nine in the Morning

Learn about our services

  • Defining the foundation of your brand through sharp positioning, clear product architecture, and strategic direction — ensuring every decision is aligned, intentional, and built for long-term relevance.

    Includes: brand audits, strategic advising, brand positioning, product architecture

  • Structuring your collections and go-to-market approach to create clarity, strengthen your brand narrative, and drive consistent commercial performance.

    Includes: merchandising strategy, collection strategy, pricing logic, marketing and social media strategy

  • Shaping a distinct visual and conceptual identity that translates your strategy into a cohesive and compelling brand presence across all touchpoints.

    Includes: creative direction, campaign concepts, visual identity refinement, digital presence audits

About

A woman with dark brown hair and light skin is drinking from a grey coffee mug, looking directly at the camera, wearing a beige trench coat with black accents and a green top underneath.

After 15 years of experience in buying at German leading premium and luxury department stores KaDeWe Group and Peek & Cloppenburg, I work independently with designer and contemporary labels, guiding them through brand development, market expansion, and merchandising excellence.

Get in Touch