London-based Creative Director and Art Director with over a decade of experience creating campaigns, content and brand storytelling across fashion, lifestyle and ecommerce.

I partner with brands across fashion, beauty, home and lifestyle, leading creative direction from concept through to shoot and post-production across campaigns, editorial and film. My experience spans womenswear, menswear and childrenswear, with a particular passion for casting, visual storytelling and building creative teams that bring ideas to life.

My approach is thoughtful, collaborative and instinctively drawn to the romantic and unexpected—shaped by natural elements, cinematic detail and a strong understanding of product. Alongside this, I bring a clear eye for minimal, design-led and interior-focused creative, creating work that feels both distinctive and commercially relevant.

Most recently, I led Creative & Production for Amazon Fashion Europe, overseeing seasonal campaigns, large-scale productions and multidisciplinary creative teams across nine European markets. Working across fashion, beauty, gifting and lifestyle categories, I developed campaign concepts, directed shoots and helped elevate creative standards while delivering complex multi-channel campaigns at scale.

A hands-on creative leader, I thrive on collaboration and enjoy bringing together the right talent—from photographers and stylists to producers, creatives and makers—to create work that feels beautiful, purposeful and culturally relevant.