London Area, United Kingdom
With nearly two decades leading creative, brand and cultural strategy across fashion, retail and digital culture, I help organisations understand not just what people want, but why. From magazines to social media, luxury to fast fashion, publishing to AI, I’ve worked through the shifts that have changed how brands communicate and how people see themselves. My expertise lies in recognising cultural shifts before they show up in the data, then turning that insight into a clear creative and commercial direction. Most recently, I led global brand and campaign strategy as Brand Creative Director at SHEIN, following senior creative roles at Topshop and ASOS, notably including Unreal Finds, reported as the brand’s most successful campaign to date across owned and earned media. At 25 I also founded Anti-Agency, which Metro described as “championing diversity, the next fashion frontier.” The Evening Standard included me among its women entrepreneurs inspiring the next generation. I work with founders and leadership teams when a brand needs a new direction or a bigger ambition. I set the vision, build the teams and systems to deliver it, and bring together the talent and partners to make it happen. I’m currently available for consulting, focused projects and fractional or interim creative leadership.
Defined the creative vision and brand strategy for SHEIN's brands, turning consumer and cultural insight into campaigns, content and visual identity. Worked with founders and leaders across marketing and product in a fast-paced, data-led retail business. Used performance signals to refine creative direction, respond to changing customer behaviour and pivot campaigns as priorities shifted. Led internal teams and external partners through cross-platform campaigns, from strategy and production to rollout. Developed KPI frameworks for engagement, conversion and retention, and introduced AI-assisted workflows and creative automation to improve the speed and scale of delivery.
Creative direction and creative strategy for 'Unreal Finds' ASOS’s most successful campaign to date across owned and earned media. Contracted from strategy and creative development through to production and rollout. Two major brand repositioning campaigns: ASOS Your Way (2023) and Unreal Finds (2024) TikTok video views: 330% above ASOS’s benchmark. Instagram engagement: 233% above benchmark. Earned media value: 118% above benchmark. Retail Week Brought together campaign talent (Madeleine Argy et al.), agencies and casting partners, working across marketing, buying, design and digital teams to carry the brand idea through every channel.
Defined the global creative identity and tone of voice for Topshop and Topman, directing campaigns, collaborations, e-commerce, social media, in-store imagery and packaging. Worked with the CEO and CFO on brand differentiation and growth. Built a new in-house creative team and established its visual strategy, infrastructure and working processes. Led creative consistency across marketing, buying, design, visual merchandising and digital teams; managed external agencies and casting partners; and held responsibility for the annual creative budget.
Co-founded Anti-Agency, a casting and talent agency built around personality, individual style and creative work. It challenged conventional model criteria and connected a new generation of talent with fashion and culture brands. Conceived the radical brand identity and creative strategy, built the talent roster, and directed campaigns and partnerships with adidas, Nike, Nasty Gal, Vivienne Westwood, i-D and Marc by Marc Jacobs. Led the agency’s imagery, communications and creative team as it gained international press attention including the cover of The Evening Standard, The Telegraph, The Guardian, Daily Mail, The Huffington Post, Metro.
Strategic Partnerships, Public Speaking and +2 skills