HUsh S/S 2024
Role: Creative Lead / Art Director
Scope: Seasonal campaign direction
Output: Campaign imagery, lookbooks, e-commerce and digital rollout
I led the concept, pitch and creative direction for HUSH’s Summer campaign, developing a narrative that reflected the brand’s relaxed aesthetic while responding to the pace of a modern, city-based customer.
I defined the creative approach across two phases. July focused on movement and environment, with shoots set on London streets to ground the story in everyday life. I used recognisable city textures and details to contrast with the softness of the clothing, creating a visual language that felt both effortless and real.
For August, I shifted the direction inward, moving to a more stripped-back studio setting to focus on product, texture and silhouette. This created a quieter, more considered tone, allowing the collection to transition naturally into the next part of the season.
Across both phases, I led the art direction on set, shaping how movement, light and styling were used to reflect the HUSH brand. I directed the model to move and interact naturally with her surroundings, ensuring the clothing felt lived-in and authentic.
I oversaw the rollout across lookbooks, e-commerce and digital channels, curating final imagery and ensuring consistency in tone, pacing and brand voice across all outputs.
The result was a cohesive seasonal campaign that balanced storytelling with product clarity, strengthening the brand’s visual identity across both editorial and commercial channels.
Photography: Sam Copeland
Make up: Siobhan Furlong
Hair: Abra Kennedy Model: Marcella Rea
2024
London
