Led the creative vision and campaign development for Medina, V&W’s Winter 25 collection, transforming inspiration from our founder’s travels through Marrakesh into a cohesive collection narrative and seasonal campaign concept.

Inspired by the city's striking balance of tradition and modernity, I developed a creative brief informed by rose-toned clay architecture, intricate craftsmanship and the vibrant colours of the Medina. From concept development and art direction through to styling and post-production, I oversaw the end-to-end execution of the campaign, ensuring a consistent narrative across every consumer touchpoint. The result was a contemporary interpretation of Marrakesh that translated the collection’s design inspiration into a distinctive and immersive brand experience.