The Harris Tweed collaboration reimagined a storied fabric for a new generation, placing heritage and craftsmanship in dialogue with modern style. Every creative touchpoint was shaped to carry that balance of tradition and contemporary relevance.

On set, styling and art direction envisioned by myself, created a fashion-forward narrative that still honoured the integrity of the fabric and the brand. Behind the lens, the campaign was extended into both broadcast tv and a behind-the-scenes social narrative, both written, directed, and edited to capture the mood of the collection. Digital storytelling followed with Meta carousel ads, with the layout and design translating the heritage into detail, most notably through a launch invitation illustrated with version of the bespoke Harris Tweed pattern created exclusively for the capsule.

The result was a campaign that spoke fluently across all channels, seamlessly blending design, direction, styling and storytelling to introduce Lands’ End’s legacy to a new audience.