ARCHIVE DESTINATION

Creative Direction

Retail clothing store with mannequins displaying outfits, racks of clothes, decorative items, and glassware on display tables.

The Edit by Reselfridges pop-up featured pre-loved fashion and homeware sourced from a global network of resellers and archivists.

Developed creative narrative, art direction and product brief for the Selfridges buying team.

Interior view of a retail store with clothing racks, a customer service counter, colorful walls, large windows showing city buildings outside, and people shopping. 
THE STOCK MARKET

Creative Direction

Month-long pop-up at The Selfridges Corner Shop hosted a circular shopping experience, inviting visitors to explore second-hand fashion, trade in designer handbags, and revive wardrobe pieces through repair.

Developed creative narrative, art direction, eventing and upcycling services, in a space playfully inspired by the London Stock Exchange.

WORN AGAIN

The season of pre-loved and upcycled fashion and homeware at Selfridges

  • Interior of a boutique clothing store displaying various garments including pink jackets and green patterned coats on racks, with decorative wall hangings and framed artwork in the background, and a central wooden table with accessories and a small upholstered stool.

    Marine Serre

  • A retail store display of handbags, clothing, and accessories inside a shopping mall, with a sign saying "Coachtopia" in the background.

    Coachtopia

  • Display window showcasing a yellow camping tent with orange background, promoting sustainable outdoor gear reuse.

    Worn Again Windows

  • A decorated interior with a wooden dresser topped with flowers, artwork, a ceramic decorative object, and books. Above the dresser are framed artworks on a grey wall. To the right, a yellow armchair with a decorative pillow and a book, and a red/shaded floor lamp beside it.

    Vinterior

  • Woman shopping for clothes at a store, wearing a blue cap, animal print fishnet tights, sneakers, and a white shirt with a scenic landscape and the words 'Feeling Fresh' on the back, looking at shirts hanging on a blue clothing rack.

    Loanhood Swap Shop

SELFRIDGES CAMPAIGN

Creative Direction

Collage of fashion items, accessories, and clothing showcasing a resale brand called "Reselfridges" including handbags, jeans, jewelry, perfume, and other accessories with text overlay indicating different aspects of resale shopping like "Resell," "Pre-Loved," "Repair," and "Refill."

The core Reselfridges campaign features suggestive visuals and copylines inspired by the world of dating. Designed to promote the pre-loved, repair and refill offerings at Selfridges (ongoing).

Concept and wider application of ‘love language.’

Clothing on hangers and jewelry on display in a store. 
BFC EXHIBITION

Curation

Curated and managed an exhibition space for the British Fashion Council's Positive Fashion initiative, showcased at London Fashion Week.

I spotlighted fashion designers, jewellers and milliners working with recycled and bio-based materials — presented under TRASHMag Curates.

Windows, Pop-ups & Artist Comissions

  • Display window showing a green frog-shaped sculpture holding a green umbrella with white polka dots, with raindrop decorations hanging from the umbrella.

    Alexis Jamet

  • A pink, translucent, dome-shaped sculpture with white light reflections, mounted on a white, grid-patterned pedestal inside a glass display window with pink background, labeled 'Crown of Perception, 2025 Rong Bao'.

    Rong Bao

  • Interior of a cozy lounge with yellow sofas, a round wooden coffee table, and built-in shelves with colorful speakers and books, large windows with street view.

    Rough Trade

  • Bar with green front and white back wall, featuring hanging wine glasses, tennis racquets on the wall, a crocodile logo, bottles on a shelf, and a fruit bowl.

    Lacoste

  • Holiday window display with colorful, glittery dinosaur decorations, including red and blue T-Rex and a blue pterosaur, with googly eyes and bow ties, set against a glittery silver background.

    Charles Jeffery

  • Interior of a sports bar decorated with sports memorabilia, including pennants and framed photos, with multiple flat-screen TVs displaying basketball games, a bar area with bottles and glasses, and tables and chairs for patrons.

    Champion Sports Bar

  • A marble sculpture of multiple hands stacked and holding a colorful, abstract object in a modern, well-lit interior space.

    William Cobbing

  • A colorful display featuring a white carousel horse with a blonde woman in striped pants riding it through a forest scene. The scene includes dark brown trees, white daisies, and a green background with a pink butterfly flying nearby.

    Fromm Studio

  • Indoor display with a wooden climbing structure, a hanging large rock held by ropes, and a person in a suit standing at a table, all set against a marble wall background.

    Mel Brimfield

  • Indoor art installation with colorful sculptural elements resembling flowers and curved structures on a mound of soil inside a modern building.

    William Darrell