Daniel Beardsworth-Shaw

Appointed as the first Creative Director in the brand’s 146-year history, centralising all creative functions and defining a clear, design-led vision. Led product design, creative and visual identity across all touchpoints, building in-house capability and establishing a distinctive product DNA and brand voice Brand & Visual identity • Led and owned the brand’s visual output across all channels, including e-commerce, social, marketing, stores, out-of-home, and events, serving as the key decision-maker on visual identity. • Ensured cohesive execution of brand vision across all touchpoints, aligning seasonal content and campaigns with creative direction and tone of voice to deliver a unified brand expression. • Defined seasonal creative direction, developing concepts that informed product design, campaigns, press activations and marketing rollouts, while leading shoot development and guiding the creative team to deliver brand-relevant, culturally relevant content. • Directed store design strategy, defining the creative vision for new retail environments and partnering with external agencies and architects to deliver immersive, brand-led spatial experiences. Press & Marketing • Acted as the face of the brand to press, conducting one-to-one interviews with key editors and media, and hosting VIPs and press at dinners, fashion awards, and brand events. • Directed all press events, collaborating closely with the press team to ensure alignment across creative execution, brand direction, objectives, and guest lists. • Owned organic social strategy, working with the social lead to develop plans and capture content across all channels to meet brand objectives. • Created and delivered seasonal launch marketing plans to ensure campaigns were executed impactfully across all brand channels and out-of-home. • Managed the creative budget (2% of revenue target in the final year) and ensured all content was delivered within budget; key stakeholder in signing off the overall marketing budget. Visual Mechanising • Established seasonal VM standards and brand guidelines across all stores to create a consistent and recognisable in-store visual identity. • Led the creation of seasonal window installations, working with the VM team and external partners to bring concepts to life in store. Product • Set seasonal direction for the design team, defined the design language, and managed timelines and delivery. • Signed off all collections, ensuring cohesion, balance, and a strong commercial and creative offer across ranges. • Developed the brand’s five-year product strategy, outlining the transition to a design-led brand, including price architecture, product roadmap, and seasonal product expansion.

• Responsible for the design of all categories (Jewellery, Apparel, Soft accessories, bags, print, embellishment, and kids). • Implementing a new product brand direction to make the brand relevant again on the high street. • Responsible for a new critical path implementation, product phasing and product development process. • Responsible for setting the inspiration direction for each season across three product drops. • Overseeing the work of all designers to ensure designs are relevant to the brand and in line with strategic goals. • Setting the creative direction for all new retail stores including developing concept stores. • Creative sign-off across all marketing to ensure the product direction is represented in all campaigns. • Setting the creative direction for ecommerce.

Responsible for the design of all performance end uses (running, cycling, HIIT, low impact, yoga, hiking, outerwear, ski, sleep, swim, underwear & accessories). • Responsible for the colour and print team, setting directions and approving all art works. • Setting the inspiration and concept direction for each season. • Overseeing the work of all designers to ensure designs are relevant to the brand and in line with strategic goals. • Set colour directions and approve materials across all categories to ensure a holistic collection. • Implement new processes to streamline the creative process and bring about efficiencies. • Present the seasonal theme, concept, and new products companywide.

As Design Director and latterly also Director of Product Development at Hunter Boots, I delivered Hunters most successful collections to date as well as a portfolio of collaborations with high-profile brands including Stella McCartney, YSL, Target, Disney and many more. With responsibility for design and product development across all categories and genders I was able to effectively bring these two disciplines together under one coherent and collective product vision. During my time at Hunter, I brought sustainability to the forefront of the design and development process. • Working directly with the Creative Director to set the inspiration and concept direction for each season. • Responsible for design and development across all categories (Footwear, Accessories and Apparel) – Men’s, Women’s, Children. • Oversee and review all designs before launching into development. • Developing material and colour direction across all categories. • Working directly with merchandising on range development across all categories. • Responsible for delivering a cohesive shared vision across Footwear, Accessories and Apparel. • Leading fit sessions to ensure products sit cohesively within the seasonal and brand vision. • Responsible for all development and design budgets. • Present seasonal themes, concepts, and new products at global sales conferences. • Manage all brand collaborations to ensure products aligned with the brand vision (Including Stella McCartney, YSL, Pepper Pig, Disney and Target). • Travel extensively to global markets to review the products and ensure relevance within each territory. • Visit factories to develop products and techniques directly with vendors. • Develop and implement a new sustainability strategy.

• Teaching first and second year students on the Fashion Design and Development course on the processes of designing and how to develop their skills from researching through to presenting final line-ups • Creating lesson plans to keep the students engaged and up to date with the industry • Marking and appraising students work holistically, giving feedback to aid their development

At Christopher Raeburn I worked across many roles as the brand emerged onto the London fashion scene, from Studio Manager to Design Manager. During my time at the brand I became immersed in sustainable practices which informed the foundations of my now extensive interest and knowledge base in this area. I worked across menswear and womenswear collections as well as some incredibly exciting collaborations with brands such as MCM, Nike, Disney and Clarks. • Working closely with the Creative Director throughout the design process for each season • Senior designer across both Men’s and Women’s collections • Collaborating with the Creative Director on the Christopher Raeburn Remade in England range • Designing across all brand collaborations. Recent projects have included MCM, Nike, Disney, Unmade, Eastpak, Victorinox, Moncler and Rapha • Line management of a Design Assistant and multiple design interns • Managing the workload of in-house machinists and pattern cutters • Working across all aspects of the brand, from product development to production • Attending Premier Vision to source new season fabrics • Working closely with factories - providing quality control to ensure all garment patterns have been drafted correctly. Traveling to overseas factories to develop new season samples directly • Running all fittings, pre-show and on to production, ensuring all design details remain correct and unaffected throughout the process • The smooth running of London Fashion Week shows, collaborating across casting, styling, on the day operations, dressing and run-throughs • Providing design insight and training for stockists and retailers

• Working under Christopher’s direction to design into the jersey and pants sections of the range • Working with the pattern cutter and machinist to sample all the in-house styles ready to review • Managing the in-house production of the studio, making sure all machinists were on track to meet the production deadlines • Managing the London Fashion Week backstage of the shows and making sure they ran smoothly