the White Company READY-TO-WEAR relaunch
The White Company was set to relaunch its ready-to-wear collection under new Creative Director Sheila Hicks. I supported the brand team with identifying a new audience of quietly confident, mid-career arts and culture-literate women, mapping out their social/cultural touchpoints and clothing & interiors design references. This work informed the art direction of the new collection, for a cross-channel campaign spanning press images and online video, riffing off a quiet luxury that felt both comfortable, intellectual and chic: quietly beautiful clothing.
Featured in The Times, Harpers Bazaar, Drapers, Stylist, Fashion Network, WomensWearDaily.
CENTRAL SAINT MARTINS FASHION LAB
Across 12 months I worked with Central Saint Martins on the strategy for a research lab and private view examining the global fashion ecosystem. Called “Makers Camp: The Ghana Project” saw Ghanaian fashion practitioners plus CSM grads and students explore the creative possibilities of discarded garments. For young designers, the camp raised awareness about the polluting impacts of fashion on the Global South. It also created new narratives for fashion from “stick” - only focusing on damage limitations - to the more hopeful “carrot” - enlisting young designer creativity as a positive lever for change.
Shortlisted for a University of The Arts London Knowledge Exchange Award
Write-up in in 1 Granary
RAT & BOA brand world development
Supporting the D2C brand in their next stage of growth, I worked with founders Stephanie, Darren and Valentina to develop a series of core brand values that would expand their brand identity beyond “wanderlust” to become a premium feminist & sustainable fashion label that champions freedom and desire in every sensual sense. I also shared a talent and influence map to guide their community interactions, and a narrative plan to help the team tell deeper, more engaging stories. Our work together gave the team confidence to create video-first content and run their first influencer event.
Achieved +500k follower growth in 12 months.
TOYOTA X undercover at Paris fashion week
These two brands were launching a collab at PFW. To bring the two audiences together in a way that felt authentic to both brands’ values, I worked as part of a team to develop a virtual “hidden” city created with Unreal Engine and stuffed with references to the UNDERCOVER fanbase, that audiences could drive around and explore in realtime. The experience boosted consideration among the fashion crowd and drove presale reservations in the French market. Developing a social strategy to launch the partnership, I also worked to make UNDERCOVER’s most successful Instagram Reel ever, with views surpassing collabs with Vogue and Nike.
Won “Silver” Innovation Award at the 2024 Drum Marketing awards.
AEYDE Xmas CAPSULE COLLECTION
Consulting for the DTC accessories label in lockdown, I worked with founder Luisa to revamp the Aeyde content strategy, developing a cross-channel narrative plan that linked the merchandising approach to audience interests and calendar moments. I also led capsule collection launch for Christmas 2020 in partnership with influencer Camille Charriere, developing a content series and supporting influencer partnerships to amplify the collection.
Achieved 100% sell-through within 2 weeks.