Assuming the role of Creative Director, I joined the Urban Outfitters Group to launch and oversee the growth of their new bridal and ready-to-wear retailer, BHLDN, in the US and lead the creative brand marketing across all touchpoints.

Working closely with European bridal and ready-to-wear designers, I wanted to create a boutique feel for the brand. My vision was to furnish both the verbal and visual identity with a contemporary European aesthetic. This became the new language for BHLDN – a brand ethos that was used everywhere from window displays and store interiors to digital media.