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For Stone Island’s 40th anniversary, Hypebeast created a special-edition magazine to commemorate this milestone. As well as curating and co-editing the complete magazine, I also compiled the archival research and wrote a number of features covering innovative figures from the brand and its musical legacy.

Stone Island x Hypebeast: Famiglia





With an ethos of “contextualising the present by exploring the past” Original Shift was tasked with covering the history of Dr. Martens as well as positioning it in a contemporary light. The result was a coffee-table book. As editor-in-chief, I established the editorial direction and execution, edited the publication, wrote several features, and defined the roll out strategy for its release.

Dr. Martens x Original Shift: Broken In





As Original Shift’s first-ever independently published book, we teamed up with London- based label Aeliza for its third anniversary. As well as the book, we curated an exhibition space, pop-up, and a panel talk hosted by myself.

AELIZA x Original Shift:
Why - Three Years




I was commissioned to write an in-depth article chronicling the history, and legacy, of underground British hip-hop from the ‘90s to present day. My research and analysis uncovered several influential movements that laid the foundation for the scene’s current success.

AKIN: Issue 04

Features


Sourcing talent that aligns with the innovative nature of Loro Piana while positioning the brand to appeal to a contemporary audience, I spotlighted London-based photographer and director Tayler Prince-Fraser for the debut video of the Through the Lens series - covering his journey, photography style, and ability to showcase various underreported communities.

Tayler Prince-Fraser




As well as hosting the screening of Dennis Ranalter’s documentary Descendence presented by The North Face, I interviewed the Austrian skier and discussed the racism he faced as a youth in the moutainous region, his journey to becoming a world-renowned athlete, and his partnership with TNF.

Dennis Ranalter


 


Receiving the world-exclusive to cover the Mr. Bailey x adidas “OZMORPHIS” and “OZLUCENT” sneaker drops. I leaned on my personal relationship with the designer to be the first publication to get a first-look at the footwear releases.

Mr. Bailey




An unexpected collaboration between fragrance brand Kilian Hennessy and French Montana, I interviewed both talents to get an understanding of the partnership as well as the latter’s long- standing relationship with the Hennessy brand.

French Montana

Editorial Direction



Crafting the editorial, creative and strategy for an exclusive series celebrating the collab’s launch.

Stargazers: a two-part series covering the journey, creativity, and Pharrell’s influence with Paris-based Jean-Jacques Ndjoli and New York’s Keith Herron.

Moonshots: teaming the talent up with LEGO’s official builder to imagine and create their own brick set.

Visits: Touring the brand’s HQ in Billund, Denmark to spotlight LEGO product designer George Gilliatt and getting an exclusive insight into the creation of the collaborative set.

LEGO x Pharrell Williams
“Over the Moon”






For Barbour AW24, we enlisted director Bafic and producer KwolleM to explore heritage and craft through the lens of new-found fatherhood.

I led talent research, crafted the narrative, established the editorial direction from conception to execution, directed the voice over as well as content strategy — resulting in an insightful series with high engagement and referenced for future campaigns.

Barbour Heritage+ Autumn/Winter 2024





Tapping two Replay ambassadors for the launch of its 9zero1 denim line exploring their home away from home featuring Neymar Jr. and Martin Garrix.

As well as crafting the editorial, I directed the voice over, leading the talent to discuss their journey, bringing their home wherever they go, and organically mentioning their relationship with the brand.

Replay 9zero1 “Home Away From Home”





Creating interest around Audemars Piguet collaboration with Marvel’s Spiderman — this campaign enlisted three global talent who boast a philanthropic side: Kevin Hart, Nour Arida and Loyle Carner.

Titled “With Great Power” as a nod to the iconic series, the accompanying editorial and content hub created an engaging feature for our audience who otherwise wouldn’t have been privvy to the talents’ charitable initiatives.

Audemars Piguet x Marvel Spiderman: “With Great Power”





This white label campaign saw German retailer Zalando enlist Hypemaker to create a series around the launch of its streetwear-focused Zalando Street platform.

Leading the episodic launch of the digital zine, I also crafted the editorial, led the voice over as well as interviewed the talent across the year-long campaign that featured some of the most exciting creatives from across Europe.

Zalando Street Zine Launch


Creative Direction



Simone Brewster for Habitat

Celebrating Habitat’s 60th anniversary, the brand enlisted a selection of guests designers to collaborate with.

Tapping Hypebeast for a year-long campaign, the first instalment spotlighted Simone Brewster. As well as crafting the concept, I directed the shoot, assisted set design as well as produced the editorial feature covering Brewster’s career focusing on breaking barriers as a Black British woman in the design industry.

Ronan McKenzie for PUMA

For the roll out of the iconic archival Mostro sneaker, PUMA tapped Hypebeast to create a buzz around its reissue.

Enlisting multidisciplinary artist Ronan McKenzie, I aimed to associate the shoe with a contemporary figure and provide a unique alternative to the typical sneakerhead consumer. I conceptualised and strategised the roll out of the campaign, directed the shoot and produced the editorial feature.

Jordss for size? x The North Face

Released on World Mental Health Day, we teamed up with size? and The North Face to delve into the pressures of the music industry and how mental well-being is of prime importance.

I created the concept for this special instalment of Visits, directed and produced the shoot, and wrote the editorial feature spotlighting Jordss’ journey.

Sainté

An emerging artist hailing from Leicester, we visited Sainté in his hometown for Original Shift’s In Conversation series. Capturing him in familiar locations alongside his friends, we shot him in more intimate surroundings that fans aren’t usually used to seeing him in. Some images were then used for the Billionaire Boys Club-exclusive vinyl of Sainté’s Out the Blue EP.


Côte&Ciel Fall/Winter 2021 “Melancholy”

For Côte&Ciel’s FW21 campaign titled “Melancholy” — we took to the forests to put its latest range of functional bags to the test. Through playful angles and historical references, I was able to create unique shots that painted the collection in all of its glory.
Insights



I was recruited by All Corners, on behalf of New Balance, as a research and insights journalist to cover their New York Marathon ’24 campaign.

I created discussion guides and held interviews with five global run clubs and compiled the findings into an insights deck highlighting key points, members, and takeaways to help craft the campaign’s narrative.

New Balance New York Marathon 2024




I was asked to host a panel at Barbour’s Florence store as part of its Pitti Uomo programme alongside director of menswear Ian Bergin, and fashion commentators Odunayo Ojo and David Hellqvist.

To commemorate its 130 year anniversary, we covered its latest collection, the power of heritage in fashion and the brand’s global presence.

Barbour at Pitti Uomo




I hosted the Creative Director’s panel talk at the BRED Abu Dhabi festival alongside panelists from brands Daily Paper, PLEASURES, Filling Pieces, and AOTA — delving into their journey and importance of culture in their respective labels.

BRED Abu Dhabi




Enlisted as a cultural and consumer expert, I offered my insights for a Dr. Martens panel focused on the future and innovation in fashion and footwear at the brand’s global team conference.

As well as Dr. Martens’ legacy and space in contemporary culture, we explored what’s required for the industry to keep growing.

Dr. Martens



Strategy

Hypebeast, EMEAOriginal Shift                 

By establishing and leading the branded content faction of Hypebeast in the EMEA region, I’ve fine tuned the editorial quality, increasing revenue across the business as well as built a team to execute campaigns. As well as assisting the launch strategy of regional verticals such as Africa, Arabia and UK, I’ve led a number of multi-million dollar campaigns, and led the publication’s IP offering. As one of the founding members of Original Shift, I’ve overseen the output of the platform — managing a number of freelancers, producing engaging, culturally relevant content. Alongside the social media, I led the independent print publications, proactivley brought pitches in for brand partnerships as well as established the creative agency faction of the business.                      

BRED Abu Dhabi

Hypebeast FLEA


Powering the debut BRED Festival in Abu Dhabi, the five-day celebration of culture included a star- studded line-up of regional and international artists and brands. As well as leading the content strategy and executing the coverage, I also supported the facilitation of the HBX space that featured brands such as PLEASURES, Daily Paper and Filling Pieces in addition to a range of cultural activations including an exhibition and live music.

The high engagement and positive reception led to its bigger-and-better second instalment which also saw the introduction of HypeArt to the space.
 For Hypebeast’s first major-IRL event in the UK and global FLEA debut, 20 emerging brands were enlisted to celebrate their creativity in a two-day retail experience. I established the lead sponsors‘ (Squarespace, Clarks and Levi’s) editorial strategy for the lead-up, live and post-event coverage as well as assisted with the vendor spotlights to maximise engagement for both emerging labels and signature brands. 

The event’s success saw the franchise pop-up with instalments in New York and Shanghai. 


Nike

Levi’s

Samsung


Covering three Nike athletes — Marcus Rashford, Ramla Ali and Bebe Vio — I explored the community projects built on inclusivity and accessibility that they run.

As well as directing the voice overs, I led the editorial and social roll-out strategy that included a staggered episodic content launch — introducing the campaign, Nike’s initiative and exploring the communities — each athlete was aligned to a relevant vertical to maximise engagement.
 To celebrate 150 years of Levi’s 501, this digital magazine was split into three drops that cover a range of talent from Europe.

Through a deep understanding of the brand, the editorial direction of the zine and its structure was established before enlisting the diverse talent that resonate with the model.
 The launch of the Hypebeast Africa regional vertical coincided with a Samsung partnership where we introduced a brand-new series celebrating the next generation of South African talent.

Initiated with an engaging social-first competition to scout talent, each creative worked on two varying briefs a month using Samsung products, and amplified on social channels. The project was wrapped recapping each creative’s experience.