Austin Reed was fast becoming an ageing brand on the high street but wanted to hold on to their heritage. So we created a new, fresh and playful advertising campaign that juxtaposed old Austin Reed advertising lines from the 1900s with modern imagery. Brochures, lookbooks and instore followed.

Having success in revitalising the Austin Reed brand, I was asked to focus on Country Casuals to widen its appeal beyond your Nan’s friend who wore a lot of beige. The general consensus was to ditch the Country Casuals name and I rebranded it CC (with a nod to the old name), and created a new advertising campaign. The consumer saw the stores as an entirely new proposition and sales surged.