Antonella
Sardone
Social · Creative · Beauty
A social-first creative with an editor's eye — building concept, strategy and content for beauty, jewelry and hospitality brands across Italy, Dubai and New York.
"I've always thought of social media as a magazine that never stops printing. Every post is a cover. Every caption, a headline."— Antonella Sardone
Strategist's desk, creator's camera.
- Based betweenItaly · Dubai
- NationalityItalian
- StudyingBA in Fashion Marketing & Communication, IFA Paris — from September 2026
- LanguagesItalian (native) · English (fluent) · Spanish (basic)
- Current rolesMarketing & Social Media Manager at Via 13 (NYC) · Founder of Rara · Freelance Creative & UGC
- Trained inConcept development, social strategy, content creation, styling, editing, brand identity, community management
I move fluently between the strategist's desk and the creator's camera. That's not a duality — it's the job.
Four principles I work by.
Concept before content.
A beautiful image without an idea is decoration. I start every project from a feeling, a tension, or a story — the visuals come after.
Platform-native, always.
A campaign shouldn't just be "posted" on social — it should feel born there. I design content for the format, the scroll, and the community it lives in.
Culture is the brief.
Trends are the surface. Underneath, there's always a cultural shift telling us why something resonates. My job is to read that layer and translate it into brand language.
Creator eye, brand mind.
I've been on both sides of the camera. I know how to protect brand consistency without killing what makes a creator's content actually work.
In September 2026 I begin my online Bachelor's Degree in Fashion Marketing & Communication at IFA Paris, one of Europe's most internationally-oriented fashion schools.
The choice was intentional: to sharpen the vocabulary I already speak fluently in practice — brand strategy, consumer behavior, digital communication, luxury and beauty industries — inside a global classroom.
This portfolio is what I've built with instinct and experience. Paris is what comes next.
A curated selection across beauty, fashion, hospitality and personal brand.
Five case studies, one page each — click through like flipping a magazine spread.
Dewelle Jewelry
"A suspended instant. Like water meeting light."
The brief
An emerging Italian jewelry brand looking to launch with a campaign that would feel less like an ad and more like an editorial. The challenge: no paid amplification, no established audience — only the content itself would have to earn attention.
The result
Organic editorial pickup from Juzi Magazine and additional emerging beauty & fashion publications. Zero paid media. Significant engagement lift on the brand's launch content.
K-Sisters
Glass skin, Italian light.
The brief
A European K-beauty brand looking to communicate the essence of glass skin to a Western audience — without losing the ritual, precision, and softness that define Korean beauty culture.
The concept
"A quiet ritual, told in light."
An editorial skincare narrative built around light, texture, and slow gesture — a cinematic ritual designed to be felt before it's understood.
Via 13, New York
"A New York address, told in feed."
The brief
Position a luxury hospitality space in downtown New York within one of the most saturated lifestyle markets in the world — editorial in tone, aspirational in mood, in tune with the New York conversation.
What I did
Built and maintained the editorial content calendar, directed the feed's visual and narrative direction, created original photo and video content on-site, and translated cultural trends into brand-aligned posts.
Storytelling picked up by:
Rara
You are rara — wear it.
"We don't follow. We ride."
Rara is the fashion project I founded, designed, and built from the ground up — where Puglian craft meets a summer-cowgirl imagination.
The idea
More than a product, Rara is my own case study: brand identity, tone of voice, product design, visual direction, content, and community — all developed from a blank page.
The details
Every hat carries an interior signature label — "You are rara, wear it" — and ships with a matching sunset-toned brand card.
Mamie
Timeless swimwear, Made in Italy.
Moodboard & palette
Vision: to become a globally recognized luxury swimwear brand, known for timeless design, exceptional Made-in-Italy quality, and a strong community of women who move through the world with confidence.
Content creation & UGC · 2023 — 2026
Over the past three years I've collaborated with 25+ international brands across beauty, skincare, haircare and fashion — producing content, UGC, and creator-led campaigns for their social channels and mine.
Beyond brands, I curate the social presence of hospitality and lifestyle spaces.
Building their visual voice through content creation, feed direction, and editorial storytelling.