Graduate portfolios | The LASALLE Show

About

Having grown up in Dubai and studied in Singapore, and with her experience supporting brand positioning and audience engagement, Piyaa brings a global perspective to marketing, social media, public relations, sales and entrepreneurship. Her work focuses on identifying cultural and social gaps in the market and translating them into brand opportunities through visual communication and strategic thinking.

At LASALLE College of the Arts, she developed skills in branding, communication, creative direction and production through academic and industry projects. She is interested in creating culturally relevant, audience-driven work rooted in identity and storytelling. Moving forward, she aims to work at the intersection of entrepreneurship, culture and lifestyle across fashion, food and beverage and beyond.

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Hyphen

Shot in Old Dubai areas, the campaign 'Made in India' explores third-culture identity through contemporary Indian craft, using themes of nostalgia and belonging to reflect how culture continues to stay alive even when experienced away from home. The campaign highlights how fashion can become a medium for preserving cultural connection, showcasing contemporary Indian craft as a way for young Indian diaspora to carry and express their heritage abroad.

Hyphen is an e-commerce marketplace launching in the United Arab Emirates, connecting the young Indian diaspora with independent Indian brands through contemporary retail and cultural pop-up experiences.

Addressing the gap between traditional ethnic wear and global fashion, it repositions Indian craft for modern everyday wear through apparel, footwear and accessories. The platform curates collections from independent labels, each centred on specific Indian crafts such as embroidery, block printing and handloom weaving.

Hyphen differentiates itself as a cultural platform, bringing collections to life through immersive pop-up events inspired by contemporary Indian culture, music, food and nostalgia. This extends into its website through lifestyle-led content and cultural curation. By moving beyond retail into culture, Hyphen fosters pride in Indian craft and strengthen cultural connection within the global Indian diaspora.