CLIENT
JAZMIN CHEBAR / LVMH
ROLE
CREATIVE DIRECTOR /DIGITAL STRATEGIST
Bridging Behavior & Technology
Fashion has always been my entry point into creativity—I began as a fashion illustrator, captivated by the stories fabrics could tell. I didn’t see clothes or transactions, I saw opportunities: to connect people with experiences, to blur the lines between physical and digital. In 2012, years before AI-driven personalization became standard in retail. Together with my business partner Ariel, we brought that vision to Jazmín Chebar—transforming its eCommerce from a digital catalog into a personalized brand universe.
By merging editorial storytelling with real-time shopping, we created an experience that was playful, expressive, and accessible anytime, anywhere—perfectly aligned with the natural spirit of the brand itself.
Scaling The Brand: AI-Powered Personalization
To scale Jazmín Chebar, I took inspiration from Burberry’s UK store in 2012. I wanted the Jazmín store to blur the line between digital and physical worlds—transforming what was once just a static catalog into an immersive brand experience. We pioneered the brand’s early use of machine learning to personalize journeys, blending programmatic creative with editorial storytelling. Shoppable videos, UCG, RF Tagging, dynamic product modules, and social-first campaigns adapted to each user—driving relevance, connection, and turning customers into brand ambassadors.
A unique experience: Data-driven design
Fashion once relied on footfall, color trends, and style forecasts. When technology arrived, it unleashed creativity, allowing performance to shine. We trained algorithms to recognize style preferences, colors, and textures through image recognition and social data. These insights powered tailored content and adaptive UX, building a relationship-driven commerce model. The outcome was a fully integrated, multi-channel experience designed for an upcoming digital-first audience shopping.
Impact & Expansion:Moving Beyond the Stores
The strategy delivered a 37% YoY sales growth ($7.6M) and supported Jazmín Chebar’s international expansion into flagship markets across the US. With 22 stores across LATAM, 5 in the most luxurious neighborhoods in the US + the new platform’s extended global reach, without losing the immersive, fashion-forward experience that defined the brand.
Jazmin Storefrontsacross Latin America and the US
