A Sophisticated Summer Luxury Collection: A Unique Collaboration Between Brunello Cucinelli, Tod's, and Chloé
An exclusive partnership between three iconic fashion houses: Brunello Cucinelli, Tod's, and Chloé. This collaboration brings together the best of Italian craftsmanship and French elegance to create a stunning summer apparel collection that embodies sophistication and style, brought to life through creative photo shoots and captivating storytelling.
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Social Media: Instagram, Facebook, TikTok – Exclusive behind-the-scenes looks, vibrant imagery, and videos.
Paid Media: Stunning luxury look-books showcasing the latest couture.
Website: Exclusive content, insights, editorial features from the brands.
An Iconic Collaboration with Off-White: Unveiling the New Store Opening
An exclusive partnership with Off-White, celebrating the opening of their latest store. Drawing inspiration from their cutting-edge collections, including the Off-Court 3.0 and couture/ready-to-wear line, this collaboration promises an unparalleled fusion of high fashion and urban culture. A journey that redefines style and sophistication, setting new standards in the world of luxury retail.
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Social Media: Instagram & TikTok: Exclusive peeks behind the scenes and vibrant imagery that showcases the essence of Off-Court 3.0 and couture/ready-to-wear.
Paid Media: Countdown to the launch of Off-White's opening.
Website: Bespoke edits, editorial features, designer long-form.
A Journey Through Partywear Season
Embark on a journey of elegance and style with Follow The Stars, an exclusive partnership featuring Balmain, Roberto Cavalli, Jimmy Choo, and more. This collaboration invites you to explore the allure of the partywear season, igniting your sense of wanderlust and desire for adventure.
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Multi-channel campaign: TV & OOH captivate in major European cities.
Paid Media: Multi-format stories, uniquely curated based on interaction with TV & OOH.
Social Media: Instagram, Facebook, TikTok – Exclusive behind-the-scenes looks, rich storytelling of latest high-fashion.
Website: Exclusive content, gift guides & editorial features.
Photographer: Josh Shinner | Stylist: Thea Lewis Yates
Summer Sophistication: A Unique Collaboration Between Missoni, Sandro, Maje, and Etro
An exclusive partnership between four iconic fashion houses: Missoni, Sandro, Maje, and Etro. This collaboration combines the best of Italian craftsmanship and French elegance to create a stunning summer collection, featuring exquisite beachwear and elegant evening wear. The collection is brought to life through creative photo shoots and captivating storytelling.
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TV Spots: played out and supported by OOH in major European cities and Airports. Accompanied by in-flight film and targeted digital display in paid and earned channels. Travel featurettes and editorial in conjunction with Condé Nast Traveler and Monocle.
Social Media: Instagram, Facebook, TikTok - micro content in partnership with Condé Nast Traveler and Monocle.
Website: Exclusive content, long form articles and travel guides.
Photographer: Josh Shinner | Stylist: Katie Felstead
A Sophisticated Summer Luxury Collection: A Unique Collaboration with Brunello Cucinelli
This collaboration brings together the best of Italian craftsmanship to create a stunning summer apparel collection that embodies sophistication and style, brought to life through creative photo shoots and captivating storytelling.
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Social Media: Instagram, Facebook, TikTok – Exclusive behind-the-scenes looks, vibrant imagery, and videos.
Paid Media: Stunning luxury look-books showcasing the latest couture.
Website: Exclusive content, insights, editorial features from the brands.
Celebrating a New Season of Luxury Fashion
A groundbreaking campaign in partnership with Chloé, Marni, Bottega Veneta, and more, celebrating a new season of luxury fashion
Embracing Boldness and Luxury: 'Imagine' is a celebration of individuality and bold expression. This campaign showcases a dynamic range of luxury fashion, brought to life through creative photo shoots and captivating storytelling. Each piece reflects the unique vision and craftsmanship of our esteemed partners:
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OOH: Bold campaign in major city centres, celebrating the new brand openings.
Social Media: Instagram, Facebook, TikTok – targeted content with bespoke edits and curations.
Website: Editorial features, luxury author interviews.
Purpose: Rebranding campaign to redefine the message of experience, brands and value into a brand promise.
Global campaign which set the brand identity and brand promise via prominent OOH, source TV and VOD throughout Europe, China, ME, SEA, China and LATAM, delivered with a differentiated personality of playful sophistication.
Photographer: Ellen von Unwerth
Purpose: To inspire guest travel and reaffirm impeccable service.
Campaign specifically targeting international travellers in the Consider phase of the customer journey. Compromising of inbound flight video spots, paid media, organic display and OOH at major European airports.
Photographer: Josh Shinner | Stylist: Katie Felstead
Purpose: Reconsider the luxury shopping space - where everyone is welcome.
International campaign, for Awareness and Consider stage of the guest journey. Prominent TV and OOH campaign in major European cities, with a strong paid media campaign on TikTok and Meta. Additionally supported by short form social content and editorial storytelling on owned channels.
Photographer: Josh Shinner | Stylist: Katie Felstead
Brand Direction | Creative Direction | Campaign | Content | PR | Autumn 2025
A 16 piece capsule collection bringing together the enduring heritage of Lands’ End and the exceptional craft of Harris Tweed, interpreted through a contemporary European fashion lens.
The Context
As Brand Communications and Creative Director for Lands’ End Europe, I developed a new creative direction for the brand, rooted in Modern Heritage: a more editorial, relevant and emotionally engaging expression of Lands’ End for today’s European customer.
The Lands’ End × Harris Tweed collaboration became one of the clearest expressions of that direction. It connected the brand’s longstanding relationship with quality, durability and outdoor style to the heritage, craftsmanship and cultural significance of Harris Tweed.
The Creative Idea
The campaign was designed to make heritage feel desirable again: not nostalgic or overly traditional, but confident, stylish and entirely relevant to modern wardrobes.
At the centre of the collection was the exclusive Oakham Tweed, inspired by the Rutland landscape surrounding Lands’ End’s European home. Deep blues, soft greens and grounded natural tones informed a capsule that felt authentic to place, while opening up a more contemporary fashion conversation for the brand.
Rather than presenting tweed as formal or occasion specific, the creative direction placed it within a modern lifestyle world: oversized tailoring, textured knits, leather, layered shirting, loafers, boots and accessories styled with personality and ease.
The Campaign
Captured in the Scottish Highlands and at The Fife Arms, Braemar, the campaign created a cinematic setting for the collection: richly atmospheric, beautifully crafted and grounded in landscape, character and place.
The visual language balanced the ruggedness of the Highlands with the refinement of an iconic Scottish hotel, creating imagery that felt both authentic and aspirational. It was a world in which traditional cloth, contemporary styling and confident personalities could live together naturally.
The result was a campaign that positioned Harris Tweed not simply as a heritage material, but as a modern wardrobe proposition: versatile, elevated and designed to be worn with individuality.
The Collection
The 16 piece Lands’ End × Harris Tweed capsule centred on exclusive Oakham Tweed and included contemporary outerwear, tailoring, knitwear and accessories.
Through styling and storytelling, the collection moved beyond conventional country dressing, showing how heritage pieces could work as part of a confident, modern wardrobe. It was an expression of quality and longevity, but with enough fashion relevance to appeal to a new audience.
My Role
As Brand Communications and Creative Director, Europe, I led the creative and brand expression of the collaboration across campaign, content and communications.
European brand direction
Defining Modern Heritage as the creative lens through which the collaboration would be expressed.
Campaign concept and creative direction
Shaping the visual world, narrative, styling ambition and overall creative character of the campaign.
Content and channel expression
Developing the campaign for use across brand content, digital channels, social storytelling, ecommerce and communications.
PR storytelling
Creating a clear editorial narrative around craftsmanship, place, modern wardrobe relevance and the relationship between Lands’ End and Harris Tweed.
Press and Recognition
Lands’ End × Harris Tweed received strong editorial attention across fashion, lifestyle and national media, helping position the collaboration as one of the clearest expressions of the new Modern Heritage direction for Lands’ End Europe.
The campaign and collection were featured across The Times, The Observer, Marie Claire, Glamour and Wardrobe Icons, with coverage recognising its blend of Scottish craftsmanship, contemporary styling and a more elevated fashion point of view for the brand.
Together, the coverage helped establish Lands’ End × Harris Tweed as a defining creative moment for Lands’ End Europe: grounded in provenance, quality and craft, but styled and communicated with modern relevance.
Selected Coverage
The Times
The Observer
Marie Claire
Glamour
Wardrobe Icons
A New Expression of Lands’ End Europe
Lands’ End × Harris Tweed marked a defining moment in the evolution of Lands’ End Europe.
It made Modern Heritage visible: an expression of the brand built on craftsmanship, quality and enduring style, but reinterpreted with a more editorial, fashion aware and emotionally engaging point of view.
A campaign rooted in legacy, made relevant for now.
