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, The Dan Life and Swarovski, the project included window displays, in-store activations, one-off pieces and limited-edition products. The opportunity was to translate artistic worlds and existing communities 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
And elsewhere
A career built across the whole system.
Selected work includes ASOS White, ASOS x Hello Kitty, 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 ↗