Yes, my name really is just Lux!

Over the past 10+ years, I’ve led creative teams and shaped brand worlds across fashion, retail and lifestyle, working across campaigns, digital, photography and physical brand experiences.

My work has involved close collaboration with brands such as Burberry, Gucci, Fendi, Dolce & Gabbana and Versace, and has been featured in British Vogue, Harper’s Bazaar, Sheerluxe, Tatler, Muse Arabia and Hello! Magazine.

I’m drawn to storytelling, connection and cohesion, and to how ideas hold together across every touchpoint, from first concept through to execution.

Being human is at the centre of my work. I aim to create environments where talented teams can contribute their best thinking, challenge ideas openly and take pride in what they build together. I'm moved by my care for craft, clarity and consistency.

Ultimately, my goal is to leave brands, teams and creative functions stronger than I found them.