Wonder Consultancy / Selected work
Ideas people
want to own.
Culture-led commercial creative direction across product, image, collaboration and retail.
The point of view
I build at the point where people, products and culture meet—shaping ideas into things people want to own, talk about, keep, wear and pass on.
My background spans styling, image-making, brand marketing, buying, product development, collaborations and commercial strategy. I see the work as a 360-degree system: audience, image, product, story, margin, channel, culture and execution.
Browns
Farfetch
ASOS
Topshop
Fred Perry
Nike
adidas
Hello Kitty
Homecoming
Culture-led luxury collaboration at scale.
Homecoming brought culture, identity and community into a luxury retail space where they could properly shine. The project required working with agencies and an ensemble cast of brands under one larger banner idea. The edit mattered: each brand had to feel intentional, desirable and powerful within the wider story.
Impact
- Multi-brand luxury collaboration and activation
- Agency, brand and internal stakeholder orchestration
- Culture-led retail storytelling with every partner given a clear reason to belong
“All killer, no filler.”
ExtraOrdinary
Artist-led product, retail theatre and commercial heat.
Working with Sara Shakeel and Swarovski, the project included window displays, in-store activations, one-off pieces and limited-edition products. The opportunity was to translate an artistic world and its existing community into things people could own.
Impact
- Pieces outsold many established luxury designer brands in a short period
- Strong retail theatre through windows, product and activation
- Artist-led communities became powerful commercial propositions
Sneaker Beast
Making Browns East a home for sneaker culture.
A month-long activation built around holy-grail product with Stadium Goods, one-off upcycled pieces with designers including Clothsurgeon, Chinatown Market personalisation and a launch event with DJs and young creative talent.
Impact
- Stadium Goods, Chinatown Market, Clothsurgeon and a wider partner ecosystem
- Upcycled collectible product, including a Supreme tent transformed into a tracksuit
- A community-led launch moment for sneaker lovers and collectors
Womens Active
Launching a new luxury activewear category.
A credible luxury activewear proposition built with multiple brand partners including Nike, adidas, Hoka, Fendi and Moncler, working across communications, marketing, buying, merchandising and launch teams.
Impact
- Major new category launch for Browns/Farfetch
- Multi-brand partner orchestration
- Went on to become one of the strongest-performing departments in the business
Hello Kitty
Reframing an icon for an adult fashion audience.
Hello Kitty was already beloved. The work was making her feel fresh, fashionable and desirable for an adult ASOS customer. Working with Sanrio across London and Japan, I developed new poses, icons and product categories—bringing nostalgia, cuteness and fashion credibility into a broader product world.
Impact
- High full-price sell-through
- Strong fashion press coverage
- Direct recognition from Sanrio
Wider licensing experience: Disney and Star Wars.
And elsewhere
A career built across the whole system.
Selected work includes ASOS White, Ralph Lauren x Browns, the Topshop Joni jean and LaQuan Smith for ASOS—across buying, product, image, collaboration and launch.
Have something in mind?
Let’s make the idea matter.
Bring a launch, category, collaboration or commercial question that needs a sharper outside view.
Message Lola on LinkedIn ↗