About Me

Creative Director with 15+ years’ experience leading global fashion and lifestyle brands through strategic repositioning, product innovation and creative transformation. Most recently served as the first-ever Creative Director at Russell & Bromley, centralising all creative functions and defining a clear, design-led vision for the 146-year-old brand. Led a full brand repositioning to engage a broader contemporary audience, overseeing product, visual identity, campaigns, store design and organic social strategy to deliver a cohesive, culturally relevant brand expression. Developed a five-year product strategy, established a distinctive product DNA and price architecture, built in-house creative capability, and managed creative and marketing budgets to drive commercially aligned growth.

 

Previously held senior leadership roles at Accessorize, Sweaty Betty and Hunter Boots, directing multi-category design teams and delivering concept-led, globally relevant collections across Europe, the US and Asia. Early career foundations at Christopher Raeburn shaped a strong commitment to responsible innovation and sustainable design. Recognised for combining creative leadership with commercial acumen to build modern, purpose-driven brands.

 

I am relentlessly focused on product excellence and craft, with a sharp ability to distil and harness brand DNA into a clear, cohesive and commercially powerful creative vision. I thrive on translating that vision into meaningful consumer experiences, ensuring every touchpoint, from product to campaign to retail environment. Expresses a consistent and compelling brand story to the customer.

 

Alongside this, I am deeply committed to sustainability and ethical practice, with a proactive approach to embedding responsible innovation into both product and process. I am driven by the opportunity to challenge convention within the fashion industry and implement tangible change that benefits both the business and the wider climate agenda.