showpo - 2022-2023
CREATIVE DIRECTION + BRAND STRATEGY + production

“Elevating australias biggest fashion brand from the other side of the world.”

  • Showpo is one of Australia’s most recognisable online fashion brands, built by founder and CEO Jane Lu from a garage in Sydney into a multi-million dollar global ecommerce business.

    But by the time I was brought in, the brand had lost its way. Years of inconsistent creative direction had left it feeling stale and confused, too fast fashion, not fashion-forward enough, pulled in too many directions, low on social engagement, perceived as cheap, and no longer standing for anything clearly. Growth had stalled after years of 50–80% YOY increases.

    Jane reached out specifically for my expertise in brand elevation and repositioning. The brief was to take Showpo from a fun but forgettable fast fashion label to an aspirational, premium-leaning fashion brand, one that could compete internationally and speak to a discerning, trend-led audience.

  • Brought in remotely from the UK, I led a full brand repositioning and creative overhaul across 12 months. I ran a series of brand DNA workshops with Jane and the senior leadership team, diagnosing where the brand had lost its identity and defining a clear creative vision, audience hierarchy, tone of voice and visual direction for the next chapter.

    I overhauled the ecommerce creative from the ground up — reworking poses, casting, styling, art direction and retouching standards to lift the overall quality and premiumness of the product presentation. Working closely with Showpo’s Head of Brand, I mentored and coached the internal creative team remotely, building their confidence and capability to hold the new vision independently long after my engagement ended.

    I then conceived and produced five international campaigns, shooting across Portugal, Italy and France. Fashion storytelling at a scale and ambition Showpo hadn’t attempted before, bringing a genuinely editorial lens to a brand that had previously shot everything in-studio.

RESULTS

+23%
ECOMMERCE CONVERSion

5
INTERNAITONAL CAMPAIGNS

“FAYE’S BRAND WORKSHOPS HELPED ALIGN OUR TEAMS, SHARPEN OUR VISION AND BUILD CONFIDENCE.”
- Jane LU, FOUNDER & CEO, SHOWPO

VISION