Portfolio

I’ve written for a number of global brands in the fashion and lifestyle industry, both directly as well as via agencies like Digitas and WPP Media. My work has been published across a range of platforms and verticals, from social to web copy and even in-store retail copy. Take a look at some examples of my content and copywriting below:

UGG

Email marketing

Web & landing page copy

Long-form content

UGG: How to wear UGG: 8 inspo outfits for every aesthetic

UGG: How He Wears It: Marvin Bonheur (men’s styling & talent interview)

UGG: Feel Heard, Feel Seen – Pride edit (talent interview and styling piece)

UGG: The Golden Collection, The Edit – (branded content and talent interview)

Paid social

Urban Outfitters

I worked with UO as a copywriter and an SEO content consultant, helping them come up with a long-term SEO content strategy as well as supporting with Paid Social, email and web copywriting.

Paid & Organic Social

Adopting Urban’s distinctive tone of voice, I created a series of paid and organic social captions and in-video copy for Instagram and Tiktok, designed to drive clicks while resonating with Gen Z audiences in a language they genuinely connect with.

SEO content articles

As an SEO content consultant for UO, I developed a suite of in-depth content briefs for long-form editorial articles as part of their wider organic growth strategy. Each brief was rooted in keyword research, audience insight and search intent, while giving the writers clear creative direction to produce authoritative, engaging content.

Men’s Streetwear: How to Build a Modern Streetwear Wardrobe

The UO Transitional Style Guide: Your Winter/Spring Rotation

How to plan the perfect friends’ Valentine’s party with your besties: The UO guide

The Alternative Valentine’s Day Gift Guide: Gifts for ALL the loved ones in your life

DMY Studios

I worked with DMY Studios, a luxury accessories boutique to produce engaging, on-brand and SEO-friendly long-form content for their blog in order to develop their brand identity and build a stronger relationship with their customers.

Lee

I wrote all product descriptions, including colour descriptions, fabric finishes and fit descriptions for Lee‘s AW25 collection for men and women.

H&M

Silver Award for Multimarket Sustained Success at the Euro Effie Awards 2023

Bronze Award for Sustained Success at UK Effies 2023

I was the lead SEO copywriter for H&M from 2021-2024, producing high-quality, unique and engaging optimised copy for all product listing pages across their UK, US and Canadian sites, plenty of which now rank in the top 10 Google results, many in the #1 spot.

I also wrote several pieces of long-form content for the magazine and other campaigns by the brand.

My styling piece on ‘How to wear sweater vests’ became the most-viewed magazine article on the H&M site in 2021, driving over 1.6 million visitors to the site. It also generated over £100k in click-through revenue through product features and internal links.

Scroll through some more examples of my SEO copywriting for H&M below:

Matches

Before they went into administration in early 2024, I was commissioned to write a series of articles for Matches, including the following.

Top 10 Bags for the Season – Matchesfashion

The Knotty Ones

I wrote all the product descriptions and additional PLP copy for the AW24 collection for The Knotty Ones, a Lithuanian luxury sustainable knitwear brand.

Editorial

Interview with Sofia Oxenham for Rollacoaster Magazine

The Skirt is Spring’s Style Hero – for Fashion Times

Alongside my fashion clients, I have also worked with a number of other well-known brands across several other industries, including luxury coffee, AI, beauty, media, health, energy, automotives, confectionery, charity and more.

Consultancy work

I worked with cancer charity Trekstock to revamp the content layout for their new Merch For Good website. This involved working with a designer to create an engaging website design, as well as writing all copy and content for their website and Instagram page.

GroupM Agency

I worked with GroupM on a series of SEO content articles for their coffee client. The articles were enriched with high-volume keywords related to topics ranging from coffee recipes, history and information on some popular coffee drinks as well as profiles on their sports ambassadors.