Out Of The Clouds Dina Fierro on crafting immersive brand narratives, multisensory retail and giving consumers a stake in the story
In this episode of Out of the Clouds, host Anne Muhlethaler interviews Dina Fierro, creative thinker and seasoned omni-channel marketer with expertise spanning fashion, beauty and luxury. Dina is a specialist in content strategy, cross-platform storytelling and reshaping consumer engagement.
Dina's career has spanned fashion, beauty and luxury, including leadership positions both agency and brand-side, including a few years where she worked with Anne at Christian Louboutin. In her most recent role at Shiseido Americas, she led the organisation's digital innovation group, partnering with portfolio brands including NARS, Shiseido, Clé de Peau Beauté and Drunk Elephant to create highly engaging consumer experiences anchored in emerging technology.
Anne and Dina explore Dina's fascinating journey from her early aspirations in journalism to becoming a pioneering voice in the digital marketing landscape. Dina shares her path from launching one of the early fashion and beauty blogs in 2006, Eye for Style, to spearheading groundbreaking digital initiatives for prestigious brands. The pair discuss Dina's work creating virtual ambassadors for Nars, immersive retail experiences, and exciting gaming integrations that are pushing the boundaries of how brands in the beauty or luxury space connect with their customers.
The conversation delves into the evolution of Web3, AI, and immersive technologies (with Dina offering some explanation for the meaning of the terms), examining how these tools are transforming brand storytelling. They explore the broadcast-to-dialogue shift - how brands in Web3 are moving away from one-way communication toward more interactive relationships with their audiences. Dina explains her vision for a more integrated approach to experiential marketing and how technology can enhance rather than replace physical experiences.
Anne and Dina exchange thoughts on their favorite platforms in 2025, discussing platforms that really reinforce the dialogue between brands and consumers. They share insights on Substack, Reddit, and the untapped potential of audio, while expressing their mixed feelings about Meta and TikTok. The conversation also touches on the hazards of the subscription economy and makes a case for why more brands should embrace audio for deeper connection with their audiences.
Throughout the discussion, Dina reveals her thoughtful approach to both personal and professional growth, touching on resilience, the importance of human connection in an increasingly digital world, and finding balance between control and vulnerability.
A thought-provoking conversation that bridges the past, present, and future of digital marketing while offering valuable insights for anyone interested in the intersection of technology, creativity, and brand building.
Happy listening!
Selected Links from Episode
You can connect with Dina:
Dina's Substack: Yet Another Substack
Other links:
Daydream - AI-powered luxury shopping experience
Xiidra - Multisensory VR experiences
ZEPETO - Immersive metaverse-style app popular in Asia
Unreal Engine - Platform within Epic Games for photorealistic environments
Dimension Studio - London-based studio specializing in Unreal Engine development
Patty Wilson - Renowned stylist who styles NARS campaigns
Vogue Business - Business publication featuring Dina's work with virtual ambassadors
Roblox - User-generated platform where NARS launched Color Quest
Kiki World - Co-creation platform disrupting the beauty industry
DS & Durga - Niche perfume house with Spotify playlists including commissioned music
Barilla Pasta Timer Playlists - Curated music for pasta cooking times
Substack - Newsletter platform Dina uses for her publication
Leandra Medine (Man Repeller) - Fashion writer and former blogger Dina follows
Amy O'Dell - Former Editor-in-Chief of The Cut with original reporting on Substack
Marie Claire - Publication with sophisticated content strategies beyond print
Bloomberg on Telegram - Example of legacy media embracing alternative channels
Meta Ray-Ban Smart Glasses - Wearable technology Dina finds compelling
Tom Petty - "I Won't Back Down" - Song that represents Dina
Michael Pollan - "The Omnivore's Dilemma" - Book that changed Dina's relationship with food
Eric Ripert - Chef whose culinary memoir Dina enjoys
Gabrielle Hamilton - Chef and author Dina mentioned for her culinary writing
This episode is brought to you by Le Trente
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