How did your relationship with the Victoria Beckham brand come about?
I was asked to interview for the position of Visual Director. I went in and met with Victoria and we started working with each other pretty much immediately.
What elements of the brand did you work on?
The studio was responsible for everything ‘visual’ that was produced by the brand: the creative direction for the campaigns and lookbooks across all brands (Victoria Beckham, Victoria Victoria Beckham and Victoria Beckham Eyewear), the invitations, seat cards and show notes for fashion week, overseeing the design of the space for events in store, commissioning artists to collaborate with the brand (Martin Creed staged a huge installation during fashion week and Eddie Peake created an onsite installation both at the Dover Street store), developing the brand’s packaging, overseeing the design of all collateral created for their collaboration with Estee Lauder, the christmas card, collateral for World Aids Day x VB…
How would you describe the flavour of the brand?
A chameleon-like attitude that keeps things fresh and unpredictable.