Celebrating Imi: Fashion & Beauty Creator of the Year

There are moments in talent management that remind you exactly why you do what you do, and seeing Imi win Fashion & Beauty Creator of the Year at Creator Fest was one of them.

Creative Force

Mariella, our Talent Director for fashion signed Imi at the end of last year, and from their very first conversations, one thing stood out above everything else: her creativity. It’s a word that’s often overused in the creator industry, but in Imi’s case, it barely scratches the surface. She has an innate ability to look at an idea differently, transform everyday concepts into something visually striking, and execute every piece of content with incredible attention to detail. Combined with an exceptional work ethic, Mariella knew she had found someone with enormous potential.

When Imi joined the agency, she was still finding her direction. Like many creators, she had built an audience around one passion but wasn’t yet fully embracing the breadth of her creative abilities. Helping talent navigate those pivotal moments is one of Mariella’s favourite parts of the job.

Strategic Development

With a background in PR at a consumer agency, Mariella has always believed that successful talent management goes far beyond negotiating commercial deals. Building a long-term career requires strategic thinking, brand positioning, audience insight and, most importantly, understanding what makes each creator unique. No two creators are the same, and neither should their strategy be.

Imi’s journey is a perfect example of that philosophy in action.

She originally launched her platform to showcase her fashion brand, but as her creative confidence grew, so did her content. Following lockdown, she began experimenting with DIY and interiors, producing intricate artwork and design-led projects that immediately resonated with audiences. Over time, those same artistic instincts naturally evolved into fashion and beauty content, creating a distinctive aesthetic that set her apart from others in the space.

What became increasingly clear to Mariella wasn’t simply that Imi could create beautiful content—it was that she is, first and foremost, an artist. Fashion, interiors and beauty are simply different canvases for the same creative vision. Once that became the foundation of her personal brand, everything else began to fall into place.

The results speak for themselves.

Exceeding Targets & Exceeding Expectations

Within just six months of joining the agency, Imi had already achieved her initial annual revenue target. She has since partnered with an impressive roster of global brands including Wendy’s, Miu Miu, Shark, Vinted, 1664, ASOS, Crocs and Charlotte Tilbury, alongside delivering standout campaigns across Fashion Week.

While commercial success is always exciting, what makes this journey particularly rewarding is seeing a creator step confidently into their own identity. Watching Imi refine her positioning, build meaningful brand partnerships and establish herself as one of the industry’s most exciting creative voices has been incredibly fulfilling.

Winning Fashion & Beauty Creator of the Year is recognition of far more than beautifully produced content. It reflects years of developing a distinctive creative voice, continually pushing boundaries and approaching every project with originality, professionalism and care.

Beyond her talent, Imi is also one of the most genuine people to work with. She approaches every opportunity with gratitude, kindness and humility – qualities that are invaluable in an industry built on relationships. Her professionalism, appreciation for every partnership and willingness to continually evolve make her not only an exceptional creator but an exceptional person.

For Mariella, supporting creators through moments like this is exactly what talent management is all about. It’s about recognising potential before others see it, helping shape long-term careers rather than chasing short-term trends, and creating strategies that allow creators to build something lasting.

Seeing Imi receive the Fashion & Beauty Creator of the Year award is a milestone worth celebrating, but it feels very much like the beginning rather than the destination.

If the past year is anything to go by, this is only the first chapter of an incredibly exciting career, and we can’t wait to see what comes next.