The New York–based label OHTNYC, founded by designer Jinsol Woo, is known for its genderless, gothic-cute aesthetic and expressive jewelry design. Merging punk, street, and subcultural influences into wearable art, OHT is recognized globally and embraced by major K-pop icons and Western artists alike. OHTNYC represents a new generation of design that challenges convention, celebrates individuality, and bridges culture with craftsmanship. My role focused on the brand’s commitment to redefining identity through fashion on the social media sites: RedNote, Instagram, and TikTok.
Not only is the brand a global sensation, but OHTNYC has also been loved by celebrities like Chloe x Halle and Soulja Boy, as well as K-pop stars Jay Park, Ahin of Momoland, IZ*ONE’s Eunbi, Doja Cat, and more.
WHAT IS OHTNYC?
MY ROLE AND EXPERIENCE
I assisted the OHTNYC team, supported in creative production, styling coordination, and collection organization, gaining hands-on experience within a brand that merges art, fashion, and identity.
Collaborated on product styling and visual preparation for lookbooks and social media campaigns, helping to convey the brand’s androgynous and expressive design language. Participated in studio operations, including jewelry handling, packaging, and material preparation for shoots and press features.
I oversee the brand’s digital presence across Instagram (specifically their broadcast channel), TikTok, and Redbook (Xiaohongshu). I manage content strategy, campaign direction, and community engagement to maintain OHTNYC’s distinct visual identity and connection to its global audience.
I successfully grew the brand’s online following to 400,000+ followers across platforms, with an average of 1M+ views per campaign, and helped drive 3,000+ product sales, generating over $56,000 in revenue through organic social engagement. By analyzing performance metrics and audience insights, I developed content that merges storytelling and commerce—bridging creativity with measurable growth.
Through this experience, I’ve honed my skills in digital marketing, creative direction, and trend forecasting, ensuring every post reflects OHTNYC’s mission to redefine self-expression and gender fluidity through design.
MANAGING JINSOL WOO REDBOOK ACCOUNT
COLLABORATIONS FOR PRODUCT STYLING AND CAMPAIGNS (CLICK FOR VIDEO LINK)
STUDIO OPERATIONS FOR VALENTINES DROP "CUPID'S ENCHANTMENT" (CLICK FOR VIDEO LINK)
