I began working with Gipsy Maurice ahead of its launch, when the foundations of the brand were beginning to take shape. The name and first collections existed, alongside an initial set of inspirations, but the wider identity and vision of the brand were still to be defined.

Working closely with the founder, I helped bring these different elements together into a coherent universe — defining the brand vision, values, positioning, visual territory and editorial language, and creating the strategic and creative framework around its launch.

Our collaboration continued over the following two years through ongoing creative and strategic direction. From weekly working sessions with the founder to editorial strategy, collection storytelling, social media creative direction and talent curation, my role was to accompany the brand as it developed and to ensure a consistent vision across its different expressions.

The editorial language developed during this period became an important part of Gipsy Maurice’s identity, with elements of that original storytelling continuing to inform the way the brand communicates today.