Johanna Cardoso ’26 is Studying Abroad to ‘Fashion’ her Professional Journey
Johanna Cardoso ’26 is a fashion enthusiast. And in spring 2025, she set out to define her style — and her career — in one of the Big Four fashion capitals of the world: Milan, Italy. During her semester abroad at MKS Milano Fashion School, she stepped into the role of a professional stylist with access to a glam squad (team of beauty experts) and a designer showroom. A bonus: the chance to attend a show at Milan Fashion Week.
“Being in Milan during Fashion Week was an unforgettable experience,” Cardoso says of an invitation from a professor who works in the fashion business. “From witnessing the fast-paced energy of the industry firsthand to getting involved behind the scenes, I gained a deeper appreciation for the craftsmanship, creativity and strategy that go into building fashion moments.”
In Milan, Cardoso took courses in styling and merchandising, building on what she’s learning at Bentley. “The full experience of Fashion Week has reaffirmed my passion for visual storytelling, brand experiences, and consumer engagement — skills I’ve been developing through my studies as a double major in Marketing and Experience Design.”
For a final class project, Cardoso led an editorial photoshoot from concept to completion: casting a model, selecting pieces from a local designer’s archival collections, and developing the creative vision through mood boards. She managed all the details — from hair and makeup to posing and artistic direction. “Seeing how brands create immersive, high-impact fashion experiences has been inspiring, and I can’t wait to bring these insights into my future work,” Cardoso says.
Tailoring Meaningful Moments
Curiosity and the pursuit of experiences continue to influence Cardoso’s path. In August 2025, she headed to Singapore on a second study-abroad semester at Nanyang Technological University. Getting a firsthand look at how businesses create tailored experiences for customers has been leaving a lasting impression.
Among her favorites: South Korean eyewear brand Gentle Monster and Klarra women’s fashion brand. “Gentle Monster stores use an art-gallery-like design with purposeful lighting. As someone passionate about visual merchandising and experiential retail, I couldn’t help but study how seamlessly design and brand identity came together to transform a retail space into an emotional journey.”
Though Cardoso was initially not familiar with Singapore-based Klarra, she was immediately pulled in by its focus on calm, minimalistic design when she was passing by a store.
“What stood out to me was the visual identity: Minimalist design and neutral tones conveyed quiet luxury and timelessness, aligning with Klarra’s brand positioning,” says Cardoso, who spent an hour in the store on a Saturday afternoon. “The fact that customers could order a drink and sit down to take in the atmosphere transformed the space into a lifestyle hub rather than just a point of sale.”
She says the blend of retail and hospitality reflects a broader trend in marketing and experience design: stores as experiences. “The intentional design choices make the brand feel less transactional and more relational, cultivating community and loyalty.”
Visualizing a Story
During both semesters abroad, Cardoso has taken photos and kept a daily journal of key experiences. But her genuine interest in capturing life and engaging others through storytelling isn’t new.
In 2024, she co-directed the promo video for Bentley’s Black United Body (BUB) fashion show to help create an emotional connection and engage viewers before the popular event. She continued her work on the media team for the 2025 show.
“Doing an Instagram takeover for the BUB fashion show was definitely one of my pivotal moments at Bentley that confirmed my choice to major in both Marketing and Experience Design,” Cardoso says of managing the BUB and BentleyU social media accounts for the [2024] show. “Creating content is a way to cultivate different experiences for people who couldn’t attend the show and also something to look back on years later.”
Turning Talk Into Opportunities
Cardoso, who has worked as a graphic designer in Bentley’s Pulsifer Career Development Center, is no stranger to relationship-building.
“Since I came to Bentley, the university has always driven home the idea to ‘network, network, network,’ and I quickly learned that it was to my advantage,” Cardoso says. “I got comfortable speaking with advisers and professors outside of the classroom, telling them about my interests and being my own advocate. That became especially important when I was studying abroad. I had to ask myself what I wanted from the experience of living in a different country — and let others know too.”
The approach led to a full circle moment on the steps of a cathedral in Milan. “During a merchandising class, I realized that I already knew the professor: She had virtually presented at one of my Bentley courses, Fashion Merchandising and Buying (MK 339) with Professor Ian Cross. I used my networking skills after class and told her about our connection. Then I asked her for a coffee chat. I wanted to absorb everything that she knows about merchandising because it’s a role that I someday want.”
For Cardoso, networking isn’t just about looking for job leads. It’s about growing knowledge. “If I’m comfortable reaching out to someone and talking with them, I get to be a sponge and grow. I’m still young and I have a lot to learn.”