✦ Clothing brand ✦

HUSH

Role Lead copywriter | Storytelling

Client Hush

Sector Fashion

Collaborators Charlotte Bell, Josephine Weaver and Ashley Dean (all design)

Hush is a womenswear brand that interprets the laid-back Aussie lifestyle through a style-forward London lens.

After a major rebrand in 2023, they introduced a new visual identity, tone of voice and the idea that great things can happen in moments of Hush. During my time there, I played a key role in evolving this voice across the business.

I led the storytelling for the AW 25/26 seasonal drops, shaping campaign narratives behind almost every customer touchpoint so each drop launched with a clear, cohesive brand story.

✦ NOVEMBER ✦

“Story first, everything else later” was the guiding principle for our collection drops. Campaign headlines, social copy, scriptwriting, and even playlists were all anchored in that initial story, creating cohesion and clarity across every platform.

Scroll to see the process unfold from November through to February.