Ayesha Amato

Fashion Content Editor and Creative Strategist with 15+ years’ experience across digital publishing, luxury fashion, editorial content and brand storytelling, including in-house experience at Farfetch and nearly a decade building an independent fashion content business. Combines editorial judgement, fashion expertise and cultural insight with creative strategy, audience development and hands-on content production across writing, video and social. Experienced in developing ideas from insight and concept through to execution and multi-platform distribution, creating distinctive editorial and commercial content for established fashion and lifestyle brands.

Founder & Editor of The Editora, an independent digital fashion publication combining fashion commentary, personal style analysis and original editorial storytelling.

Fashion Content Editor & Creative Strategist at Independent (2017 – Present)

Built an independent fashion content business spanning editorial, social media, video and commercial brand work, combining fashion expertise with creative strategy and end-to-end content production.

• SELECTED BRAND PARTNERSHIPS: Marks & Spencer • NEXT • River Island • Matalan • Boden • Whistles • ba&sh • Alice + Olivia • Varley • PANGAIA
• Develop editorial and branded content strategies from initial insight and concept through to production, publishing and multi-platform distribution.
• Conceive, write, script, style, present, shoot and edit original fashion content across long-form editorial, short- and long-form video and recurring social formats, translating runway, trends, styling and garment detail into intelligent, accessible fashion storytelling.
• Create commercial concepts and content for fashion and lifestyle brands, translating briefs, campaign objectives and product stories into distinctive editorial-led creative.
• Build and engage an established fashion audience, using performance data, audience behaviour and community insight to shape editorial and content strategy; create and adapt content across Instagram, Substack, TikTok, YouTube and web.
• Manage end-to-end content production across research, ideation, copy, styling, presenting, shooting, editing and publishing, with responsibility for briefing and managing freelance and operational support, alongside long-standing relationships with brands, PR agencies and the wider fashion industry.
• Founded The Editora, an independent digital fashion publication, and lead its editorial direction across fashion commentary, personal style analysis and original editorial storytelling.

SEO Content Executive at Farfetch (2015-03 – 2017-09)

Developed content-led campaigns, editorial partnerships and influencer activations for a global luxury fashion platform, supporting brand visibility, organic search performance and audience growth.

• Conceived campaign ideas, activation strategies and creative briefs designed to generate digital content, editorial coverage and high-authority backlinks.
• Wrote editorial, campaign and fashion content, collaborating with SEO, PR, social and editorial teams to align activity with wider marketing and commercial objectives.
• Managed influencer and content partnerships end to end, including research, selection, outreach, briefing, negotiation, relationship management and delivery.
• Planned and delivered influencer events and brand activations, overseeing concepts, venues, logistics, guest management and content-generation opportunities.
• Analysed content engagement, backlink acquisition and campaign effectiveness to inform future activity and maintained relationships with creators, publishers and agencies.

Online Content Editor at ATD Travel Services (2011-01 – 2015-02)

Led digital editorial content for a travel e-commerce business specialising in US destinations, attractions and entertainment, combining editorial publishing, SEO, social distribution and commercial copy.

• Built and managed the company blog from launch, planning editorial calendars and producing search-led features and destination content.
• Edited contributor content and maintained editorial voice, tone and publishing standards across digital channels.
• Wrote and edited website, campaign and marketing copy and acted as editorial and creative lead for travel guides and supporting materials.
• Worked with SEO specialists to analyse performance and optimise content strategy, search visibility and customer engagement.

Media Writer at Oxford House College (2009 – 2009)

• Created website, blog, social and marketing content for a brand repositioning; developed editorial concepts, interviewed students and staff, and managed social content and engagement.

PPC Campaign Manager & Copywriter at Advertising.com (2008 – 2008)

• Wrote PPC copy across Google, MSN and Yahoo; managed keyword and targeting data, researched search strategies and analysed competitor activity.

MA in Fashion & Lifestyle Journalism – University for the Creative Arts

BA (Hons) in English & Creative Writing – University of Greenwich