My role

On and FKA twigs created a collection for post-performance restoration, rooted in twigs’ own approach to recovery. Working with the CD, I developed the campaign story around restoration as an active part of performance, tapping into the wider conversation around wellness and recovery but with a more physical angle.

I developed Unwind as the central campaign idea, creating a distinct moment around the second drop with twigs. I thought about it almost like an album release, linking back to her music and visual language, and pushed for Unwind to sit alone in placements like OOH.

Once we landed on Unwind, it became the thread running through the campaign, from messaging and copy to social and the live event.

I worked with social to develop ideas for the Korea activation, using the Unwind story to explore local ways of relaxing and bringing the collection into Korean fashion culture. I also led the messaging for the live event, centred around sound and restoration.