Evolving a Heritage Womenswear Brand
Creative Project and Photoshoot Production • Art Direction • Fashion Styling • Brand Visual Development • Marketing • Strategy • Website
Working closely with the Creative Director, I lead the day-to-day creative output of The House of Foxy as the brand’s sole in-house creative. With considerable creative autonomy, I oversee all content and campaigns, contribute to brand and marketing strategy, manage press-facing creative, and maintain a consistent, distinctive brand voice.
We've built a cohesive brand world rooted in the romance and femininity of vintage-inspired fashion.
Event
Set within the beautiful Fashion History Museum alongside its 'Fashion Extremes' exhibition, we had a pop up shop with 7 other vintage fashion traders, we hosted 2x fashion shows, alongside a best dressed award, vintage singer, dance performance and a vintage moon photobooth.
It was a brilliant day bringing together the North’s fashion community, with guests dressing for the occasion and influencers joining us to give the event a fabulous amount of exposure.
Campaigns
Autumn 2026
A Good Harvest is an early autumn collection created to capture a sense of frolicking and escapism, with the warmth and nostalgia of 1930s and 1940s vintage style. I developed the creative direction and brought the collection to life through styling, photoshoot and content, creating an editorial story centred around texture, movement and the changing season. The imagery was designed to feel atmospheric, nostalgic and cohesive across the collection’s website and campaign.
Summer 2026
Under a Paper Moon is a Summer 2026 capsule inspired by the romanticism and femininity of 1920s design. I brought the collection to life through considered set design and content inspired by the glamour and spirit of the flapper era, creating a timeless vintage world for summer occasion dressing. The imagery was designed to feel nostalgic yet contemporary, capturing a sense of magic and escapism while creating a visual story that could transcend the season.
Spring 2026
Spring Parade was a joy to create... a capsule of limited-edition prints inspired by the energy and explosion of spring. The collection delivered a real bang on our vintage campaign and became one of our most successful to date, capturing the spirit of the season.
Our campaign shoot at Victoria Baths brought the lido inspiration to life beautifully, creating a nostalgic, evocative world that really captured the imagination and got our customers excited for the season ahead.
Spring 2026
Ocean Pearl was a more signature collection, launched in spring but carried through to autumn. It focused on our 1930s/40s style, with tea dresses, sailor-inspired pieces and tailoring designed to take our customers through event season.
We shot it at Victoria Baths but approached the creative very differently to Spring Parade - much more timeless, classic and considered. The still-life campaign worked really well alongside the shoot and made the whole campaign feel cohesive and very true to the brand.
Winter 2026
This capsule was the first ’70s collection we’d created since I joined, featuring lots of new product and a full catalogue designed to take customers from day to disco. I drew strong graphic and visual inspiration from Biba to create an impactful campaign celebrating 50 years of design influence since 1976. I built an immersive boudoir-inspired set to bring the story to life, and the campaign has performed exceptionally well throughout the year.
Winter 2025
Starlet After Dark was a lifestyle shoot we directed and commissioned to a photographer in Copenhagen, created to complement our ecom studio shoot. Rather than being tied to the winter season, the shoot was designed to celebrate the premium occasionwear for all year-round, capturing their enduring appeal through a soft editorial mood.
