About
Iffah is a creative and detail-oriented individual with a background in visual storytelling, styling and marketing.
She is experienced in supporting photoshoots, developing concepts and assisting with in-store operations and visual presentation. Iffah is skilled at translating ideas into cohesive visual outcomes while collaborating in fast-paced environments.
Pacifica Row and ELLE: Aunties Redefined
Pacifica Row is a contemporary jewellery brand inspired by coastal minimalism, designed to create timeless, delicate pieces that embody understated elegance.
Through cohesive branding, thoughtful styling and storytelling, the brand expresses a refined yet personal aesthetic that feels both aspirational and approachable. Each collection is crafted to elevate everyday wear, transforming simple jewellery into meaningful, wearable expressions of identity and style.
ELLE: Aunties Redefined
Aunties Redefined is an editorial project that reimagines Singaporean auntie culture through a contemporary high-fashion lens.
It transforms everyday, familiar moments such as visiting the wet market, playing Chinese chess and drinking coffee at a kopitiam, into stylised visual narratives that merge nostalgia with modern aesthetics.
Through deliberate styling and art direction, traditional elements are elevated and recontextualised, challenging stereotypes while celebrating identity and cultural familiarity. The project captures the beauty of ordinary life in Singapore, presenting it in a way that is both visually compelling and conceptually thoughtful.
Clare Khoo
Demi Han (Htet Htet Htoo San)
Nur Rabiatul Adawiyah Binti Mohammad Baharin
Gabrielle Anderson
Nabil Ridali
Haisan Anand
