I’ve spent the last 15 years helping fashion and lifestyle brands tell their stories through creative direction, styling, content, and brand strategy.

Most recently, I spent over a decade at VIKTORIA & WOODS, where I played a key role in the brand’s evolution from a small wholesale business into a internationally recognised retailer. During that time, I had the opportunity to work across campaigns, content, retail, e-commerce, visual merchandising, trend forecasting, and creative leadership — experiences that shaped my holistic approach to building brands.

At the heart of my work is a love of storytelling and creating meaningful connections between brands and their customers. I’m equally passionate about the big-picture vision and the details that bring it to life, combining strategic thinking with hands-on creative execution to create work that is both beautiful and commercially impactful.