Hello! Thanks for taking time to check out my work. I’m Alice, a London-based senior conceptual copywriter with a decade’s experience shaping brand storytelling and creative content through the lens of culture and what digital audiences are into right now.

My background is non-traditional, rooted in independent media and cultural storytelling for luxury fashion, lifestyle, beauty and sports brands. Starting at Dazed mag as a writer, I’ve since worked at The Face, Hypemaker, Dazed Studio, Morning, Mulberry, Bleach London, On, and more.

Through that blended experience, I’ve developed an approach that balances an editorial, cultural POV with brand sensitivity and audience strategy across 360 campaigns.

As a freelancer, I work across creative/conceptual direction, editorial consulting & copywriting (incl. end-to-end delivery).

Outside of brand work, I’ve done radio, editorial, and launched an Arts Council-funded live music and content platform.

Wanna work together? Get in touch. alicenicolov@gmail.com