Creative Direction & Styling - Sustainable Fashion Platform
The Brief
A sustainability-driven consumer fashion platform – positioning itself for mainstream editorial coverage and a commercially minded, values-led audience – needed a stylist who understood sustainable fashion not just visually but commercially.
They were after someone who could make the shoot feel credible to people who genuinely care about sustainability and what they wear, without losing the commercial angle needed to sit in a mainstream magazine.
They found me through my work as founder of Ethical Brand Directory and my reputation as the sustainable stylist in London. What was important for them, was alignment and my values and past experience demonstrated I understood sustainability at depth, but also knew how to avoid stereo-typed ideas of what sustainability looks like and who it is for.
The Challenge
The temptation with a sustainable fashion shoot in East London was obvious. Relaxed, casual, street-wear, appeal to a younger generation of creatives and twenty somethings.
That was not what this needed. Due to my extended knowledge and experience I assumed the role as Creative Director and had entire creative oversight of the project – however I had to align the outcomes with the brands goals, not just have fun with my own ideas.
The audience this platform was building for had money, taste, and values. They identified their target audience worked in the city and lived a creative, full life beyond it.
The people we needed to reach could afford to invest in what they wear, the products and message had to mean something to them.
The styling had to speak to that – refined where it needed to be, relaxed where it could afford to be, and never so niche that it alienated the commercial press they were targeting.
The brands collaborating on the shoot were small and independent, which meant no guarantees on delivery timelines.
Every look needed a backup. Every combination had been thought through in advance so that if a piece did not arrive, the story still was compromised.
The Work
I led the full creative direction for the shoot – model selection, look development, shot concepts, product placement, and backdrop choices across Shoreditch, Spitalfields, cobbled streets, graffiti walls, and the city skyline.
Weeks of work before the shoot even began.
On the day, the RSL team (myself and my assistant) worked through the shot lists – adapting to changing London weather. Working with the photographer and HMUA between our ‘base’ and being on location.
Some of the best shots came from seeing an opportunity in the moment and moving quickly: hiding from the rain and finding a great backdrop, or the sun reemerging and the light shifting.
Beautiful as this all is for the shots, logistically for wardrobe, hair and makeup – it means every pose needs a touch up, adjustments before the flash goes off.
Building flexibility into the shoot plan made it easier to respond quickly when conditions changed.
I also worked with the agency on the selection process after the shoot – shortlisting the shots that worked hardest for the platform’s commercial positioning and their target audience.
What the Client Didn't Have to Think About
Model selection, full look development, on-set creative direction, assistant support.
For wardrobe and creative direction of the shoot, I took full ownership.
I worked collaboratively with the agency (their full creative team) and the brand founders remotely for weeks in advance – being the creative lead for London.
The Outcome
The shoot was fantastic. The model selection brought the clothing and storylines to life.
Every look and product shot was considered and commercially viable,
Every look served a specific audience segment. The images were strong enough for editorial use – not just website or social content.
Additional photography from this shoot is available to view on my portfolio page.
Commercial Styling Past Projects
A selection of past campaigns, creative direction and styling across sectors, audiences and formats.
The Pharmaceutical Campaign
HEALTHCARE COMMUNICATIONS | MULTI-CHARACTER CAMPAIGN | COMMERCIAL STYLING
A complex pharmaceutical campaign requiring multiple looks, vintage sourcing, logistics management and full on-set styling support. Delivered through one point of contact, one team and one invoice.
The Celebrity Partnership Campaign
TALENT PARTNERSHIP | RED CARPET STYLING | SUSTAINABLE SOURCING
Styling a high-profile sporting personality for a premium car brand partnership with sustainability built into every product, sourcing decision and creative detail.
High-Profile Talent Styling
PRIVATE COMMISSION | DISCREET SOURCING | SUSTAINABLE LUXURY
Discreet styling support for high-profile talent attending internationally recognised events, combining sustainable sourcing, NDA compliance and complete confidentiality.
Creative Direction for a Fashion Platform
STYLING AND CREATIVE DIRECTION FOR PROFESSIONAL IMAGERY.
Creative direction and styling for a sustainability-led fashion platform, including model selection, location planning, brand sourcing and editorial image selection.
About Roberta Lee - Commercial Stylist & Creative Director
Roberta Lee is a London-based commercial stylist and creative director specialising in sustainable luxury, editorial campaigns, commercial shoots, television productions and values-led brand storytelling.
Projects span fashion, healthcare communications, talent partnerships and commercial campaigns.