Available to hire
I am an international senior visual creative with 17 years of experience across fashion and lifestyle brands. At head office level I have managed creative projects and budgets, brand installations, pop-ups, press days, showroom set-ups, created global visual guidelines and managed visual teams.
I have worked extensively across Europe to install window and visual campaigns, implement seasonal layout changes, set up showrooms, and launch/refit stores. A strong relationship builder, I have the practical ability and drive to bring visual directives to life, communicating effectively with all key stakeholders, central and field VM teams, retail teams, external production and installation teams and freelance contractors, to ensure visual directives and projects are launched with authority and to the highest level of quality.
Experience Level
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Work Experience
Freelance Visual Merchandiser at Jessica McCormack
January 1, 2026 - February 1, 2026Supported the Head of VM to launch new jewellery collections across stores in London and New York. Briefed production companies for window/VM installations, briefing florists, sourcing art, antiques and fabrics for interiors, commissioning artisans to make bespoke VM tools and setting up press events.
Freelance Visual Merchandiser at Dior
January 1, 2026 - January 1, 2026Supported VM team to launch the JW Anderson collection across the store and windows.
Freelance Senior Visual Stylist at Selfridges
January 1, 2025 - PresentDirecting and executing the styling across all fashion floors.
Freelance Senior Visual Merchandising Manager, EMEA (MAT cover) at Stella McCartney
November 1, 2024 - January 1, 2025Mat cover managing VM leadership for EMEA during absence; oversaw seasonal styling and installations.
Freelance visual experience stylist at Matches
September 1, 2023 - April 1, 2024Seasonal launches, brand installations and events.
Freelance prop, floral and set stylist at Seventy7 Creative Agency
July 1, 2023 - PresentProp, floral and set styling for Wedgwood, Waterford Crystal and Very campaign shoots.
Freelance Senior VM for Europe at The North Face (Two Visual Agency)
February 1, 2023 - PresentMonthly store visits/openings/refits/campaign launches/showrooms/pop-ups. Current territories: Nordics, Benelux, Switzerland.
Freelance Senior VM for UK and Ireland at PUMA (Two Visual Agency)
February 1, 2023 - PresentBi monthly store visits / Refits / Openings.
Freelance VM Head Office at M&S (Two Visual Agency)
January 1, 2023 - PresentSetting up mock shop for director sign offs / creation of guidelines.
Freelance production and styling at Selfridges Windows
November 1, 2022 - PresentProduction and styling across 20 windows for installation of seasonal schemes.
Freelance project manager at Selfridges Projects Team
November 1, 2022 - PresentInstallation and de-rig of brand pop-ups for The Corner Shop.
Senior Visual Merchandiser at Selfridges
October 1, 2020 - August 1, 2022Accessories/Beauty/Corner Shop/Flowers/Music. Managed seasonal schemes across multiple departments.
Senior Visual Merchandiser, Womenswear floors at Selfridges
August 1, 2019 - September 1, 2020Senior VM for Womenswear floors.
Freelance Visual Merchandiser at Selfridges
September 1, 2017 - July 1, 2019Freelance VM for Menswear/Kidswear/Food/Home.
Freelance Youth Culture and Street Style Photographer at WGSN
April 1, 2019 - November 1, 2019Monthly trend reports.
Freelance Windows Stylist, Policy Writer and Consultant at Primark (Head Office)
May 1, 2017 - May 1, 2018Training the head office VM team; created global windows training film with external production company.
Freelance backstage photographer at Fashion Photography
January 1, 2016 - PresentBackstage photography for brands at Copenhagen and Milan fashion weeks; street-style photography across Milan, Copenhagen, London and Paris.
Freelance Window Stylist at Uniqlo
May 1, 2016 - November 1, 2016Created styling, layout and trend content for window guidelines for UK and Europe.
Freelance Creative Stylist at We Love This Ltd
January 1, 2016 - January 1, 2020Creative stylist for New Look press shows; dresser for Puma Performance press launch with Lewis Hamilton; dressing 30 fitness influencers.
Freelance Ecommerce Stylist at Moda Operandi
January 1, 2015 - January 1, 2023Designer trunk shows styling across London, Milan, Paris and New York; trained assistants; signing off final images with photographer and on-set producer.
Founder at Kiriko The Gang / Lolita The Label
January 1, 2015 - January 1, 2017Founder of two vintage labels; trend forecasting, buying, model casting, location scouting, photography, styling, online merchandising, packaging and customer service; ASOS conference speaker.
Freelance Regional Window Stylist at Vision On
January 1, 2014 - January 1, 2018Regional window stylist for Primark flagship stores across London.
Lead Windows Stylist and Policy Developer at Marks & Spencer
February 1, 2008 - October 1, 2014Developed seasonal trend and styling themes for windows; collaborated with buying and marketing to create visual guidelines for 300+ stores; rolled out in-store VM concepts and training for 50+ field window stylists/VM managers; installed Christmas schemes including Westfield White City (2010). Visual Stylist for Windows and Womenswear at Reading store (2008-2010).
Education
BA Hons Womenswear Fashion Design and Technology at London College of Fashion
January 1, 2004 - January 1, 2007Art Direction for Fashion at Central Saint Martins
April 1, 2018 - April 1, 2018Qualifications
Industry Experience
Retail, Consumer Goods, Media & Entertainment, Professional Services
Experience Level
Expert
Intermediate
Intermediate
Intermediate
Intermediate
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