I started my career working for AllSaints in its most exciting stage of mass growth, from VM to online, managing the fast paced photographic output was an invaluable experience. I first joined Oliver Sweeney in 2011, a small team with big ambitions. Managing creative and PR, which developed into heading up brand and marketing. I had a blank canvas to set the visual identity and personality for a heritage brand that was modernising its product. Here I was able to create, experiment, build a team and grow a menswear network.

From 2015 I was Creative Director at Long Tall Sally. From day one, I was set a challenge; to evolve the brand’s creative from a catalogue brand to a desirable, consistent and contemporary fashion brand, changing the brand perception and growing its global awareness. Together with my team, we defined the creative and marketing strategy, leading a full visual rebranding project, redesigning the stores, creating brand guidelines, launching award winning brand awareness PR campaigns, growing the social, PR & influencer community.

Since August 2019, I decided to venture out on my own, putting 10 years of in-house experience into practice for multiple brands, specialising in visual identity projects and photoshoot Art Direction. I have been lucky enough to travel the world art directing photoshoots and building creative teams.