Today we’d like to introduce you to Lucie Florio
Hi Lucie, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Born and raised in Manhattan, I grew up surrounded by fashion and creativity. From a young age, I knew I wanted to work on photoshoots and develop creative concepts. Captivated by the process of bringing ideas to life, I fell in love with photography and my camera became an extension of myself. My career journey began at 15, interning wherever I could—from sorting buttons at Donna Karan to holding lighting equipment at Teen Vogue.
When it came time for college, I earned an Arts Merit Scholarship for photography and graduated with a BA in Studio Art in 2014. During my junior year, I studied abroad in Rome, working at the Valentino headquarters, which cemented my love for fashion, content, and on-site production. From managing photographers backstage at a Paris couture show to coordinating looks for Cannes, I knew this was where I belonged.
After graduation, I explored various facets of the fashion industry—marketing, PR, editorial, media relations—learning every aspect of the business to understand how a brand thrives. My path led me to LVMH working at DKNY, where I worked in production during Public School’s creative direction period. During my time at DKNY I deepened my understanding of content creation, from e-commerce to campaigns, and began to hone my skills in Art Direction.
From there, I moved to Diane von Furstenberg, managing all production needs, from in-house studio setups and casting to budgeting and editorials. After a lifetime in New York, I craved a new experience, which brought me to LA for a role at MedMen, where I helped elevate the brand through Art Direction and Production. From Medmen I joined a brand that was launching a CBD skincare line which sparked my love for the beauty industry. This transition led me further into the world of skincare, working and collaborating with brands like Violet Grey, Glamglow, Smashbox, and Retrouvé.
Today, I specialize in bringing a brand’s vision to life, from ideation through execution, across various categories. In addition to freelancing in Creative and Art Direction, I am an avid surfer which inspired me to recently launch my brand, Her Wave. There is nothing that makes me happier than surfing with friends – especially my female friends who inspired me to create Her Wave. Over the years, I’ve collected shells and objects that felt special to me, and I started creating jewelry that reflected my personal style. Her Wave is more than just jewelry; it’s an extension of myself — a brand that embodies effortless, chic style with a touch of coastal flair. Every piece reflects my passion for the ocean, my love for unique finds, and my belief that style should be effortless yet meaningful.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It hasn’t always been a smooth road. Like many, I’ve faced challenges such as navigating toxic work environments and dealing with superiors who questioned my creativity. While those moments were difficult, they ultimately helped me grow stronger and more resilient. Each experience, whether positive or challenging, has shaped my perspective and broadened my skill set, allowing me to approach new opportunities with confidence and adaptability.
Can you tell our readers more about what you do and what you think sets you apart from others?
My work spans Creative Direction, Art Direction, and Production, with a focus on bringing a brand’s vision to life from ideation through execution. I specialize in crafting visual stories that resonate across multiple platforms and mediums. My versatility and ability to move fluidly between these areas is one of my key strengths.
I’m often described as a “Swiss army knife” in my skillset, with a deep understanding of how to make any product—whether it’s accessories, clothing, skincare, cannabis, or even stethoscopes—look beautiful and refined. This versatility allows me to create unique and compelling content, regardless of the subject matter, and transform everyday objects into something aspirational.
One of the pivotal moments in my career was my time at MedMen, where I helped elevate cannabis imagery, transforming a subject not typically seen as “high end” into something sophisticated. Being part of the pioneer stage of cannabis content creation was a special experience that pushed the boundaries of creativity and perception.
What sets me apart is my holistic approach to understanding the full spectrum of a brand’s needs, from production and marketing to creative direction. This 360-degree knowledge allows me to anticipate challenges and ensure a seamless creative process. One of my proudest moments was working on a collaboration with Mattel for Barbie x Glamglow which was one of the brand’s most successful campaigns.
I recently launched my own brand, Her Wave, which blends my love for the ocean with timeless, elegant design. It has been a deeply personal project, allowing me to channel my creative vision into every piece.
Ultimately, my ability to create distinct visual experiences across diverse industries, paired with my adaptability and leadership, sets me apart. I approach every project—whether for a global brand or my own entrepreneurial venture—with the goal of making it unforgettable.
We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
I don’t necessarily believe in good or bad luck when it comes to my career. I’ve experienced both incredible opportunities and challenging setbacks. Ultimately, I believe that many factors in business and life are beyond our control, and it’s how we respond to those moments that defines our path. We are constantly evolving, and it’s through navigating both the highs and lows that we grow stronger and more adaptable.
Contact Info:
- Website: https://lucieflorio.com/
- Instagram: https://www.instagram.com/lucieflorio/
- Other: https://shopherwave.com/
