Fino file
co-founder / creative director
I co-founded and self-funded Fino File, an interactive digital magazine focused on luxury accessories and beauty, built as a shoppable editorial experience rather than a traditional ecommerce platform. The platform was co-founded with Filipa Fino, former accessories editor at Vogue, and designed by Nobi Kashiwagi, Vogue’s art director.
I set the creative vision across photography, film, editorial, and the experience structure, mapping how stories, product discovery, and commerce would operate as one system. Through Fino File, we partnered with Chanel, Victoria’s Secret, the Richard Avedon Foundation, and John Varvatos. I also commissioned Ethan James Green’s first editorial assignment. He has gone on to shoot American Vogue covers with Rihanna and Lady Gaga, multiple major Vanity Fair covers, the Pirelli Calendar, and campaigns for major luxury brands.
I later developed Lapel independently as an investor-facing men’s lifestyle concept, applying the same editorial and commercial thinking to men’s style, product, interiors, culture, and identity. It did not launch, but the work was substantial, introduced to venture capitalists, and became a clear expression of how I think about men’s media.
