For October, I led the creative direction for a heritage-inspired collection and accompanying editorial shot on location in Wales. I provided creative direction across product and storytelling, in addition to multi-generational casting and location suggestions. My aim was to create a story rooted in sensuality and seasonality - a textured narrative of autumn reminiscent of rustling leaves, the scent of cider, and a palette of ripened reds, fiery oranges, and deep earthy ochres.

My vision for the editorial was to showcase J.Crew’s heritage through the lens of lived-in authenticity. The campaign captures the feeling of a lived-in family home: heritage tweeds by the door, muddy boots under the bench, interiors filled with vintage textiles and character.

By leveraging our heritage as a total lifestyle brand, I sought to tell a story that expands beyond clothing alone. These are pieces she can pair with her grandmother’s pearls, her father’s waxed jacket, or her own timeworn favorites - heirlooms in the making, imbued with a sense of home, personal history, and self-expression.