Commercial Styling & Creative Direction
Elevated, values-aligned visual storytelling for conscious brands.
Roberta Lee - Commercial Stylist & Sustainable Luxury Creative Director, London
I provide commercial styling and creative direction for sustainable luxury brands, PR agencies and production teams seeking refined, values-led visual storytelling.
Working between London and international locations upon request, my projects range from editorial campaigns and fashion week showcases to television productions and media appearances – including styling work for Channel 4’s New Model Agency.
Each commission is unique and usually combines creative direction, strategic styling and brand alignment to ensure the final work reflects both the brand identity and the cultural moment.
Show the Love - Editorial Photoshoot
I create editorial stories that bridge sustainability with identity, luxury, diversity and representation.
My shoots may challenge mainstream beauty narratives but always remain refined, aspirational and commercially relevant.
For this editorial, the full Roberta Style Lee creative team worked together on set – combining styling, creative direction, photography and clean beauty expertise to produce a cohesive visual narrative.
Channel 4 - New Model Agency
I styled a show during London Fashion Week, alongside styling cast members from Channel 4’s New Model Agency for the programme’s title shoot.
All looks were created following a strict production brief, working closely with the Channel 4 production team and the production agency to ensure wardrobe, styling and visual direction aligned with the narrative of the series.
Studio Portraits with Rankin
As part of the Channel 4 series New Model Agency, I was commissioned to style the studio portraits for the series winner, Tia.
The wardrobe combined preloved luxury pieces – from Gucci to Moschino – alongside new-generation designers and independent sustainable brands, creating a look that balanced high fashion with conscious sourcing.
Hope Gala Runway Show - Natural History Museum
In 2018 I worked as the main stylist for the Hope Gala runway show at the Natural History Museum, organised by the Whitley Fund for Nature to celebrate its 25th anniversary.
The runway featured sustainable collections from couture designers Deborah Milner and Mother of Pearl, with Sir David Attenborough appearing on stage during the evening for a special interview.
My role included coordinating models, preparing garments backstage and supporting dressing throughout the show to ensure everything ran smoothly. I also captured behind-the-scenes content for sponsors and partners during the production.
Commercial Catwalk & Live Styling
Commissioned by Pure London, I created and styled two sustainable fashion catwalks, combining live styling with runway presentations focused on transitioning towards a more sustainable wardrobe.
The project included full creative direction, model casting, hair and makeup direction, garment sourcing and oversight of the overall production process and budget. Alongside this, I delivered live styling on stage – presenting the looks, engaging with the audience and coordinating model flow and outfit changes.
The presentations explored how audiences can integrate sustainable fashion into their personal style without compromising on aesthetics, quality or individuality.
You can also read my thought-leadership piece on sustainability, fashion and future trends with Pure London.
Additional catwalks and related coverage can be explored through the Roberta Style Lee archive.
Commercial Styling Services
Creative Direction & Lead Stylist
Concept development, storytelling, visual identity, moodboards, casting input and full styling direction. End-to-end wardrobe styling for campaigns, editorial and advertising productions.
TV, Film & Media
Titles shoots, presenter styling and production wardrobe - including work for Channel 4 productions.
Editorial Styling
Creative direction and styling for PR campaigns, digital publications and brand storytelling focused on craftsmanship and sustainable luxury.
Fashion Shows
Sustainably styled runway looks for fashion week showcases, brand presentations and industry events.
Discuss a Project
For brands, campaigns, editorial commissions or television productions.