Describe your job in couple of sentences:
For DREST, the world’s first luxury interactive, styling app and game, I define and implement
the fashion strategy. This involves balancing the most compelling product to style and play
with, to the most cutting edge and relevant product of the season across a breadth of luxury
brands, whilst ensuring the commercial needs of the business are met.
As an independent consultant I work with brands to define their own strategy and
development across product, pricing, sustainability and brand positioning. I also work with
institutions such as the British Fashion Council and London College of Fashion to support
and mentor emerging talent and the next generation of designers and brands.
When did you know what you wanted to do?
Did you go to university, go straight into the workforce or do an apprenticeship?
Yes, I went to Leeds Metropolitan University
What did you study?
BA (Hons) Public Relations
What was your first job?
An assistant at Brower Lewis PR
Does it relate to what you do now?
Yes, very much so, it was a fashion PR business which gave me a foundation
in brand positioning and commercial storytelling.
Have you done other jobs in your life – if so what were they?
1. Showroom assistant to PR Manager at Brower Lewis PR
2. Shop floor assistant tot Junior Buyer at Browns
3. Founding employee and first buyer launching THE OUTNET
4. Senior Buyer for NET A PORTER
5. Buying and merchandising Director of FARFETCH
Did they have any influence on what you do now?
YES, everything in one’s career is a journey and each role is a stepping stone. Some
forward, some sideward and sometimes backward but always learning and moving
forward for personal growth and development and exploration of what suits you in
How did you find out about your job (how it existed)?
I was approached by the founder who I had worked with at NET A PORTER
How did you get the job you wanted- steps and process?
They were all different processes and I wanted all of them. Best advice here is to always be
kind to people and make good contacts, people remember your name and put you forward
for opportunities or vouch for you. It’s a small world and the industry you go into is even
smaller. I also did a lot of work experience initially and was never too precious to get my
hands dirty and work hard.
What qualities do you need to have to be successful in your field?
Tenacity, good communication skills, be a team player and collaborator.
Who inspires you?
Selfless, authentic, creative, brave and kind people who are generous with themselves and