︎
Client: Selfridges
Services: PDP copy, SEO
Year: 2019
At Selfridges, the brief is to avoid sounding ‘hacky’ by staying conversational and, where fitting, humorous. The remit is to focus on a single aspect of a garment and zone in on that, rather than just listing every feature. The logic behind it is that the Selfridges customer is knowledgeable and therefore doesn’t need a description of a garment; rather, they prefer a readable companion to the images.

Selected work: 

The Kooples


Striped Button-Embellished Wool Jumper


French label The Kooples couldn’t get more, well, French, with this wool jumper. It’s patterned in Breton stripes, the enduring visual made popular by French sailors and kept that way by the films of Jean-Luc Godard and recently even sported by the France national football team. The shoulder is embellished with maritime-inspired engraved military buttons, if things weren’t feeling naval enough.

Orlebar Brown


Felix Linen Polo Shirt

If “A sky-blue palette, a relaxed open collar, and lightweight, breezy linen” is the answer, then the question is “What should I wear on my beachside holiday?” Being different is great – of course it is. But sometimes you just have to go with the flow, and that’s where Orlebar Brown steps in – a reliable outfitter for times in warmer climes.