I worked with Stefflon Don and SHEIN as Creative Director across the development of their collaboration and campaign, shaping the creative vision from concept through to launch. The project began with developing mood boards, references, and creative direction inspired by Stefflon Don’s personal style and brand identity, followed by reviewing and refining the collection to ensure it felt authentic to the artist.
Once the collection was finalised, I led the creative direction for the campaign shoot, developing the visual approach, shot lists, styling direction, and creative references. I worked closely with the wider team to ensure the final campaign aligned with Stefflon Don’s identity while meeting production requirements and timelines.