CREATIVE DIRECTOR (ART) – UK & EU BASED, AVAILABLE GLOBALLY
Fashion & Beauty Creative Consultant, based in Amsterdam and London. Building strategic campaigns & brand storytelling for luxury brands and emerging labels.
Collaborating with fashion and beauty brands globally to develop concept-driven campaigns, editorial narratives and cohesive visual worlds in an ever-evolving landscape.
Campaign concepts that extend beyond a single shoot.
This can include:
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Narrative and mood development
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Visual identity systems across digital, print and experiential
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Shoot art direction, talent sourcing and on-set creative supervision
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Casting alignment and tonal cohesion
The focus is always on building a recognisable brand language rather than chasing seasonal noise.
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Refining storytelling and visual positioning, ensuring every launch, campaign or experiential activation reinforces a coherent brand world.
This can include:
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Concept development for product launches
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Visual direction for e-commerce and campaign assets
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Editorial alignment with brand values
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Cultural and brand positioning
The aim is longevity, not trend dependency.
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Editorial projects offer space for slower brand storytelling with intention.
Developing narratives that feel culturally aware and emotionally grounded. By bringing together a trusted pool of collaborators; from photographers to stylists and casting talent ensuring each project is shaped by the right creative voices, aligned with current cultural conversations and the brand’s long-term positioning rather than momentary trends.
Based between Amsterdam and London, I partner with global brands and marketing teams who want more than aesthetics — they want cohesive, cultural sensitive and long-term brand memory.
Fascinated with the beauty that connects heritage and contemporary culture, I approach each project through both strategic and visual lens, balancing cultural insights with material sensitivity.
From campaign launches to brand repositioning, I collaborate with luxury and contemporary fashion brands, beauty and fragrance labels, and emerging designers seeking to articulate a clear and distinctive visual language.
Often, I’m brought in at moments of transition; a new collection launch, a repositioning phase, or the need to refine a campaign narrative.
My role is to bridge concept and execution, ensuring that every creative decision strengthens the brand’s long-term identity rather than simply responding to seasonal trends
Case Studies
Dudley Coppice
Editorial World-Building
Dudley Coppice required a narrative that reflected its raw, textural identity without becoming overly stylised.
We developed a restrained, sculptural visual direction — allowing space for materiality and silhouette to speak. The focus was on mood, composition and quiet tension.
Rowse Beauty
Brand Consultancy
Rowse Beauty required a clearer articulation of its aesthetic and emotional positioning within an increasingly saturated clean beauty market.
The result, a cohesive visual language translating storytelling across touchpoints, preserving the brand's softness and intimacy while strengthening differentiation.
Levi's
Campaign Art Direction
A campaign that felt culturally relevant and authentic while maintaining Levi’s heritage; grounded, confident and relatable.
Developing a cohesive visual identity system and campaign world that could translate across multiple channels while balancing legacy with contemporary energy.
In an era of visual saturation, meaning matters more than volume. Fashion and beauty brands that endure storytelling are those that can build recognisable worlds, not just seasonal campaigns.
If you're developing a campaign, refining your brand world or preparing for a launch, I'd be happy to discuss how we could collaborate. Book a 30' introduction call.
