Fierri Amara
Hi, my name is FIerri Amara, a business student and creative entrepreneur based in Indonesia. I’m the founder of Malicious Intent, a brand specializing in handcrafted jewelry, fashion, and accessories inspired by gothic, emo, and punk subcultures. With experience in social media marketing, event participation, and collaborations with fashion students and collectives, I focus on creating unique designs that blend authenticity, creativity, and personal expression.Welcome to my portfolio.
Malicious Intent
I founded Malicious Intent in 2020 as both a creative outlet and a statement of individuality. Inspired by gothic, punk, and alternative subcultures, the brand began with handcrafted jewelry and has since evolved into a broader expression of identity—blending fashion, storytelling, and community.Through building this brand, I have gained hands-on experience in digital marketing, creative direction, and brand development. More than a business, Malicious Intent represents my journey of creativity, authenticity, and connection.
LSPR - SAGA 2024
Malicious Intent was invited to collaborate with London School of Public Relations for their annual fashion competition, SAGA 2024. My jewelry was featured in styled photoshoots, video campaigns, and the grand final runway alongside @dressedlikeparents' collection. This collaboration boosted our brand visibility and led to a 40% increase in followers and a 25% rise in orders.
PoserFace Launch
I partnered with Poser Girl to provide accessories for their campaign photoshoot and the official launch of POSER FACE, a creative talent initiative. The shoot was directed and photographed by Naomi Yura, CEO of Poser Girl and founder of Naomi Yura Agency. This collaboration gave me the opportunity to design for a bold, expressive concept while expanding Malicious Intent’s presence in Jakarta’s growing fashion and creative industries.
VATE MODELS Collaboration
I collaborated with Vate Models by providing jewelry for one of their campaign shoots — but my role went beyond styling. I was given creative direction and the freedom to contribute to the visual concept, allowing me to help shape the overall look and feel of the project. This collaboration strengthened my skills in visual storytelling and deepened my experience working alongside models, photographers, and stylists in a fast-paced, creative setting.
Punk Collaboration
I collaborated with an indie photographer and creative director who ges by @_alfajrin.id on instagram on a punk-inspired shoot that resonated deeply with my personal style—“very me coded,” as you'd say. Think raw textures, moody lighting, distressed fabrics, and bold accessories that brought out a fierce aesthetic. My jewelry anchored the visuals, giving the shoot an authentic edge rooted in punk culture and personal narrative.
Skills
Creative Direction & Visual Storytelling – Directed photoshoots and styled campaigns that increased Instagram engagement by 40% and boosted online orders by 25%.Strategic Thinking – Planned and executed product launches and mini-drops, aligning collections with market trends to sustain customer interest and brand relevance.Adaptability in Fast-Paced Environments – Managed 25+ local bazaar participations, quickly adjusting booth layouts, pricing, and sales approach to fit diverse audiences and conditions.Team Collaboration Across Creative Roles – Partnered with fashion students, stylists, and photographers to co-create projects, including runway showcases and editorial shoots.Strong Communication & Ideation – Built community engagement through social media content, and collaborative marketing campaigns that drove organic follower growth.Self-Management & Multitasking – Balanced full-time university studies, part-time marketing work, and business operations, consistently meeting deadlines and growth targets.Problem-Solving Under Pressure – Handled logistical challenges at events (e.g., inventory shortages, booth traffic spikes) while maintaining customer satisfaction and steady sales performance.