MAJOR COPYWRITER OF THE YEAR & MAJOR FREELANCER OF THE YEAR 2019 FINALIST I'm Tess – a high-energy, results-driven freelance senior fashion writer, editor and content consultant based in London (sometimes) but working globally. My client list stars Maison Margiela, Nike, Paco Rabanne, ASOS, YOOX Net-a-Porter Group, The Outnet, Selfridges, Champion, The Body Shop, NA-KD, Reiss, Guess, TK Maxx, The Kooples, Arcadia, FashionTV, McArthurGlen Designer Outlets, Otrium, Kurt Geiger, Finery, Rat & Boa, Ascots & Chapels tailors, Cara Mila, Carat London, George at Asda, Fashion Scout at London Fashion Week and TravelClick for Gansevoort Hotels... to name a few. Plus, VICE, VCCP, Hogarth Worldwide, Spring Studios, Greenlight Digital, Wellcom Worldwide, Cult LDN + NYC, fourstrong, Otherway, the upside, Crucible Creative, Biglight, Two Times Elliott, CSUPER. My talents lie in creative storytelling, tone of voice development, editorial planning, digital content (website content creation, SEO copy, social media copy, blogging, CRM, product copy), trend analysis, proofreading and editing, fashion journalism... and then some! Give me a brief, I'll 'get' it. Can't put what you want into words? We'll work on that together. I'm well-equipped to lead a team of writers too. Oh, and I'm also skilled in creative production, with the keenest eye for detail.
Creating a solid TOV for the brand and its Gentle Diamonds offering, plus regular style and sustainability articles to inspire.
Hired by Parisian agency Fondamentale, heading up new Olympéa and Invictus fragrance comms – press kit to include full-scale magazine content, model bios and a Q&A session with the new faces of the campaign. Then began working with the brand directly into the head of comms on speech material and interview questions for Elle Fanning.
Crafting Tommy Jeans' manifesto for their presence at Lowlands Festival 2021 (sadly cancelled due to Covid). Rolling out digital and social copy executions for event hype and follow-up – from brand channels plus influencer examples.
Conceptual copy, storytelling, TOV creation and route development for a brand launch in the tech/wellness space.
Working with fourstrong, directly into the Nike global teams. Crafting the story for new launches: landing page copy, product copy, wall content, newsletters, in-app push notifications and in-feed/story social copy. Apple Watch Nike content. Talent questionnaire and content writing for Nike (M) collection. Campaigns for Nike Run Club, Nike Training Club, SNKRS and the Nike App. Storytelling and sales-driving for Nike's premium ISPA collection. And more!
Industry research and B2B reporting on fashion, retail trends and sustainability topics for the tech-driven online fashion outlet, plus brand copy from UX to social, CRM to offline.
Creative concepting of influencer/seasonal campaigns and digital copywriting for the fast-growing Swedish fashion brand. Creating website start-feed copy, newsletter copy and long-form SEO copy for YouTube, from beauty hacks to new season trends, including scriptwriting for the trend edit series. Lead copywriter on NA-KD's sustainability messaging including consulting on/editing a 16,000 word Sustainability Report (to be repeated in '22 and '23).
Social and content consulting. Writing for the strategy and innovation agency's new sustainable wellbeing client and popular FMCG brand. Communicating brand and culture truths, defining brand purpose and values, and writing brand mission statements.
Newsletters, social media posts, landing pages and journal stories. Jan 2020: Editorial article writing for the British stalwarts of style – producing a long-form piece for their blog, introducing the inspiration behind the SS20 collection, focused on the brand's design philosophy and history.
Storytelling for the Turkish fashion brand (creatively directed by an industrial designer) focused on design, quality and elegance.
Copywriting email briefs and store drivers, Christmas campaign content, designer gift guides (across beauty, jewellery and homeware), editing and conducting quality checks on final artwork for a global retail brand.
Invited back (and again for Dec 2020) to work on The Body Shop client, crafting urgent Covid-19 announcement digital copy and to develop Advent and Christmas campaign copy for the second year running. I have also written copy for new summer launches, the CBD range, hemp products, shea line and many more TBS favourites. Copywriting and editing on a huge range of print and digital assets from in store safety notices and reactive campaigns to Instagram Story features.
Content consulting and copywriting for style-driven sustainable eyewear brand, beginning with storytelling and e-commerce copy.
Content ideation and copywriting to pitch ex-Burberry designer Louise Markey's brands L.F. Markey for women and men, plus sister line Meadows, to press. Trend reviews, story ideas, email copy etc.
Brand experience copy within the Brand Partnerships team: Vans, The Beauty Awards 2019, Too Faced, MAC, Barbour, Pull & Bear. Remit included campaign decks, solus emails, paid/organic social copy, traffic drivers, web and influencer event copy.
Promo email and online article writer for UAE-based Ascots & Chapels, tailors for men. My content was published in Esquire ME. Also, author of three mini blogs per week for the agency covering content marketing topics.
Rolled out Advent and Christmas campaign copy as part of Wellcom Worldwide. Subject to thorough legal checks, I crafted and sub-edited copy for thousands of assets including display, emails, paid/organic social channels, landing pages and third party content.
Contributing author for the Group's Insider channel. Runway reports, trend guides, collection pushes, social media captions and advertorial for the likes of Burberry, adidas, PUMA, Karl Lagerfeld, Michael Kors, Jimmy Choo, UGG, Tommy Hilfiger, Chanel, Calvin Klein, Superdry, Le Creuset, Polo Ralph Lauren, Under Armour, Coach, Marvel and Levi's.
Created copy for Marks & Spencer and consulted on ongoing content process/ team structure.
For client TravelClick, I single-handedly created a millennial-led tone of voice and crafted two extensive website rewrites for Gansevoort Hotel Group (as featured on Keeping Up With The Kardashians). I created a TOV and the entire web copy pack for Union Hotels Collection. I also created ad hoc press releases for GUESS.
Concise, elevated product editorial for the Resort 19 collection on an urgent turnaround.
Digital and event copy in American English for The Outnet, to include sales driven luxury brand pushes, 'What to Wear' editorial stories, homepage sells, promo banners and social media copy (subject to last-minute promotional changes).
Creating compelling luxury product narrative for Women's, Men's and MM6 collections throughout the fashion season calendar. Developing copy style and producing Copywriting Guidelines and templates for the Maison's Iconic lines. Crafting regular email copy for transcreation across all markets.
Copywriter (hired on an ongoing basis for multiple projects) for TK Maxx and Homesense covering digital and OOH, across numerous territories (suited to the appropriate levels of brand awareness and cultural nuances in different countries). Produced both snappy sales-driven e-commerce copy – leading the digital copy team, and long-form non-transactional editorial.
Researched catwalk trends, contributed content ideas and created copy for the site, email and social media channels.
Responding to client briefs for George at ASDA and Furniture Village. Wrote product editorial, blog content, blogger collaboration pieces, shoppable trend stories and sub edited the junior copywriter's work.
Fashion content consultant and writer – blogs, emails and social media content across womenswear and menswear. Defined and developed the app's copy style and content strategy.
Developed copy for websites, told stories about new products/collections and edited brand bios.
Produced large-scale campaigns, liaised with top-tier clients and wrote content for brands including Kurt Geiger, PizzaExpress, The Coconut Collaborative, MOJU, Detox Kitchen, Mobius Motors and Lemonade Dolls.
Defined tone of voice, produced fashion and bridal content, sub edited other department's copy, delivered ongoing multi-channel social media strategy and community management – including UGC section of the website.
Attended Fashion Week shows and wrote articles about the collections, trends and street style.
Copywriting for the interior designer and affiliated brands. Headed up Press Office and carried out PR and event duties.
Attended on and off-schedule Fashion Week shows with backstage access.
Blog writer covering trends and campus street style. Interviewing street style stars, photographing their looks and publishing subsequent articles.
Blogger represented by VICE. Sponsored content and outfit posts.