Hobbs London

The inaugural role in a new team led by former Elle UK fashion director Cat Callender, I was brought in to strategise and editorialise the content across all Hobbs London’s platforms – the heritage British brand, renowned for its workwear, wanted to shake up its image and offering to appeal to a younger, more fashion-forward audience.

Web copy, features, look books, press releases, emails, and store assets were all par for the course, alongside big projects such as defining the new brand voice, conceptualising and executing new responsive email and feature templates with the art director, and being a key stakeholder in our website replatform.

Product and social copy were also under my remit, which involved managing two writers.