Maison Margiela
KEENTUI was recruited by the NYC concept store’s founder to roll-out all the content for their new online offering – a storytelling project covering fascinating artisans from across Africa.
The brand handpicks contemporary pieces from women-owned or women-led small businesses, made sustainably and ethically with premium materials. Straying away from the usual fashion clichés, the developed voice was more in line with the likes of The New York Times and The Atlantic, respecting the customer sophistication and intelligence. KEENTU’s distinction is that the products aren’t charitable but are competitive with other international fashion pieces made by people with a different design sensibility. My work can be seen across the site including snappy product descriptions, enlightening artisan bios and the brand story page.
the outnet
Part of the YOOX Net-a-Porter Group, The Outnet is dubbed 'the most fashionable fashion outlet'. Beginning as a Senior Fashion Writer, working in-house within a small creative team, I have been invited back multiple times as the Content Editor and also covered Sub Editor duties. I worked on daily marketing and editorial content in American English. Part of the role included researching catwalk trends, contributing ideas and creating copy for the site, email and social media channels. From promotional banners, homepage sells and subject lines to landing pages, 'What to Wear' editorial stories and push notifications, copy is fast-paced and subject to last-minute promotional changes.
See here for email copy examples (December 2017 and January 2018, August-December 2018, February-March 2019)
Working for the brand for a year, I was the lead copywriter on NA-KD’s sustainability messaging – and the New York Post featured them in a list of "Most Sustainable Fashion brands" to watch. I concepted campaigns, worked on influencer collaborations, created website, email and social media copy, wrote scripts for video content and produced long-form SEO copy for NA-KD’s YouTube channel, from weekly trend edits to playful Q&A vids.
storytelling for Mlouye, a Turkish brand with a background in industrial design. From long-form press releases announcing the launch of a new bag series to product descriptions that delve into the inspiration behind the accessory, the copy is sharp, stylish and structured – much like the designs themselves.
solace london
Beginning with 60 key pieces from the Resort collection on an urgent turnaround, I worked as a fashion copywriter for British womenswear brand Solace London.
Product editorial is elevated and concise, in line with the minimal yet impactful designs themselves.
“Bold, confident, refined. Modern futurism balanced with timeless minimalism.”
FASHION JOURNALISM
FASHION MODE
Issey Miyake's "Pleats Please" – highlight of Vogue's Fashion's Night Out
Vogue's Fashion's Night Out, the biggest to date, offered an abundance of launches, parties and exhibitions, with complimentary drinks, goodie bags and live music thrown in – our highlight of the night had to be the innovative Issey Miyake’s ‘Pleats Please’ private event. The Japanese fashion designer, renowned not only for his technology-driven clothing lines, but also for exhibitions and fragrances, was celebrating the launch of his new book, which in turn pays tribute to the designer’s ardor for pleating.
On arrival, guests were welcomed with velvety Clarendelle wines and immediately struck by Miyake’s indulgent creations, fuelled by the manipulation of textiles and eye-catching colour. Fashion Mode favourites included a 90’s beige coloured jumpsuit, printed with images of magnified eyes from a sculpture by Tim Hawkinson and a structural, asymmetric blue and black skirt with a tough wide buckle. The store looked surreal and bright, and admirers perused the collections before gravitating to the star of the show – copies of Miyake’s new publication. A study of the revolutionary concept of pleating, the book reveals the ethical reasoning, evolution of processing techniques, and true value of design that has contributed to the growth of an iconic brand.
Downstairs saw photographers, journalists and the fashion crowd sit back on leather seating, enjoying the delicious cocktails and praising the pleated menswear pieces in black and charcoal grey, at once versatile and lustrous. Also on show were Issey Miyake’s sophisticated fragrances and embossed cosmetic bags in a dramatic nearly-neon colour scheme from the Bao Bao Issey Miyake collection.
PLEATS PLEASE ISSEY MIYAKE is available now. YES PLEASE we say.
mcarthurglen designer outlets
For six years and counting, I am a contributing author of the McArthurGlen Designer Outlets Insider editorial content platform (across their worldwide network of centres), writing topics from runway reports to trend guides, brand updates to store openings.
I also write advertorial articles for collaborations with brands such as Burberry, adidas, PUMA, Karl Lagerfeld, Michael Kors, Jimmy Choo, UGG, Tommy Hilfiger, Chanel, Calvin Klein, Superdry, Le Creuset, Polo Ralph Lauren, Under Armour, Coach, Marvel and Levi's, along with supporting social media captions.
Most recently, I have been concepting and copywriting a seasonal series to launch on the platform, writing the company’s sustainability comms under the Evolve programme, plus going live with a retro sportswear edit.
OBAYATY
A start-up dedicated to building the most influential beauty house for men. Working with the Chief Marketing Officer, I created an aspirational, contemporary tone of voice and produced copy for all web touchpoints, CRM and social.
THE KOOPLES
Writing product descriptions of 70-80 words across womenswear and menswear apparel for French fashion retailer The Kooples. Requiring SEO knowledge, brand and product positioning skills, fashion trend awareness and excellent use of company jargon.
reiss
Writing and editing a new feature for Reiss to present the inspiration behind their campaign, Since 1971 – their style history and rich heritage.
Following a poetic tone of voice with considered flow, the long-form article is published on their blog.
I was invited back to work with Reiss on a weekly basis for a year as a freelance Senior Copywriter, producing high-end copy for the website, email and social channels.