A Cool Creative Shares Their Passions & Inspiration

Inspiration is everywhere. Vintage editorials, iconic ad campaigns, film, conversations, even the rhythm of a city like London inspires me – I also get a lot from my clients; those early creative exchanges often spark fresh ideas. I’m constantly moved by travel and nature – both have a way of shifting my perspective and unlocking something new. Nostalgia plays a part too – it brings emotional depth to the storytelling.

My work spans different disciplines and I enjoy merging them all. Everything starts with narrative – that’s the thread that ties everything together, whether I’m directing a fashion campaign or producing digital content. From there, I choose the right medium – film, stills, or short-form – to tell the story in the most powerful way. 

Each project is its own world. I love the challenge of adapting creatively while maintaining a strong point of view. For me, blending mediums isn’t just about aesthetics, it’s about creating immersive brand experiences.

I approach storytelling through mixing visuals and fashion. It’s all in the details – the way a piece moves, the styling, the light, even the weather can shape a narrative. I love working with fashion because it can express character, emotion and energy without words. I try to build worlds that feel real yet slightly otherworldly – like you’ve stepped into a dream you didn’t know you had. Every shoot is about creating a sense of immersion and meaning in each frame.

Launching Kookbyshiraz has been my most fulfilling challenge. It’s pushed me in every direction – creatively, emotionally and logistically. But it’s also given me the freedom to build something that reflects my values and vision. Each new campaign is an opportunity to stretch creatively, and that’s exactly where I thrive.

Freedom, surrealism, and nature are all strong themes in my work. I love visual contrasts – high fashion in remote landscapes, softness against structure, intimacy in expansive settings. It’s a reflection of my own lifestyle, where movement and stillness, spontaneity and control, are always co-existing.

Collaboration is crucial in my creative work. I look for collaborators who not only bring artistic vision but who also have that rare combination of creativity and reliability. Synergy is everything – working with people who challenge and inspire me but who also respect the rhythm and flow of a project. That kind of energy is what brings a concept to life.

I never let trends dictate my direction. I keep an eye on what’s happening – online, culturally, and within the industry. Trends are a tool, not the goal. I care more about longevity and emotional resonance than momentary buzz. Staying grounded in my own aesthetic has helped me maintain a consistent voice, while still allowing for evolution.

Fashion is a key part of my identity. It’s one of the ways I communicate who I am and how I see the world. It’s more than clothes – it’s storytelling, mood-setting and mood-shifting. I love how the industry is evolving towards more inclusive and conscious practices and I’m excited to be part of that shift.

I’m obsessed with Schiaparelli. The surrealist edge, the sculptural jewellery – it’s all wearable art. Arakii’s impactful minimalism also really speaks to me and I love the strength in J Phoenix’s corsetry. These brands all have a sense of drama and refinement that I’m constantly inspired by.