I crafted The Luxe SS23 persona to embody high-end sophistication and timeless elegance, curating every detail to reflect the lifestyle of Tateossian’s most exclusive clientele. From developing the moodboards to choosing the prestigious locations in Kensington and Chelsea, I ensured that the campaign exuded refinement, opulence, and modern luxury.

As the Creative Director, I led the styling, art direction, and on-set execution, ensuring that each look mirrored the grandeur of formal occasions like Ascot while seamlessly complementing the collection’s one-of-a-kind jewellery pieces. Directing a team of six, I brought my vision to life—balancing heritage craftsmanship with contemporary elegance to create a campaign that felt both aspirational and effortlessly wearable.

The result? A sophisticated and visually striking campaign that captures the essence of discerning luxury and timeless style—perfectly aligned with Tateossian’s signature aesthetic.