James Darton

Content Strategist and Copywriter

  • LocationLondon, United Kingdom

About me


ABOUT I work with brands to channel their core values into strong, written content that resonates. I also provide broader content strategy where required, from top-level thematic and seasonal campaigns to in-depth activation across various channels. I don’t believe that branded content has to be a reductive process. I do believe that it can be illuminating and steeped in passion whilst still achieving everything required from a commercial perspective. clients // collaborators // co-conspirators // etc: diesel i-D floom fluuuid hostem ln-cc nike oyuna semaine the builders club I focus primarily on connecting the luxury/fashion world to an increasingly influential and savvy generation of millenials. It is an audience that has consumed and harnessed an unparalleled amount of information across the increasingly small world we live in. I strive to give them the brand experiences they demand as a result of that. BACKGROUND A highly adept and motivated content strategist and copywriter, with experience at the forefront of ‘new’ luxury and fashion. Capable of maximising an intuitive, cutting-edge creative approach within varied set briefs, budgets and timescales. Experience of building a brand/retail operation very quickly from start-up to global recognition as an industry leader, known for its uncompromising and disruptive take on the world of high fashion and luxury retail. Direct experience of content creation, management and activation across a wide range of channels essential to strong brand experience.



  • Fashion
  • Marketing PR
  • Presenting
  • Marketing Strategy
  • Strategic Planning
  • Web Content
  • Online Campaigns
  • Communications
  • Creative Thinking
  • E-commerce
  • Ideas Development
  • Content and Media Writing
  • Copywriting
  • Copy Writing and Editing
  • Brand Creative Strategy

Work history


Brand Marketing Manager


Sep 2013 - Jan 2016
  • Originally hired in a consultancy capacity, I took on a full-time position in order to help this globally established luxury brand with their short and long-term aspirations. - Working directly with the Managing Director and Creative Director to identify and exploit new opportunities that would stay true to the core values of the brand whilst offering meaningful growth. During my time at the company, notable new accounts to begin stocking OYUNA have included Selfridges, Barneys, Liberty and many more. - Taking ownership of the e-commerce platform, content creation and communication through multiple channels, for B2B/B2C/press audiences. - Recruiting and managing a varied team of contractors to execute both creative and functional briefs: from graphic designers, photographers and models to freelance PR, printing presses, logistics companies and web developers. - Balancing the creative aspirations and multichannel requirements of the brand with the budget and resources available across a wide range of long and short term projects. Including: production of all printed/digital materials, improvement of oyuna.com UX (ongoing) and production of ‘events’ such as Paris Fashion Week presentation and London Design Festival exhibitions (included in Wallpaper*’s Top 20 of the entire festival, 2014).


Senior Editor & Content Manager


Jul 2011 - Jun 2013
  • Starting as a product copywriter, within 3 months I was promoted to a senior role within the content team. As a key member of the founding team I worked directly with the partners in a period that saw staff grow from 15-60 persons, revenues increase approximately 10-fold and a host of international accolades including a Design of The Year nomination from the British Design Museum. - Responsible for planning and writing/editing all major written content/communications across various channels. - Overseeing all copy-related content on the site including the management of two in-house copywriters and a translation team of 5+ working in 5+ languages both in-house and remotely. - Involved in all aspects of the LN-CC brand development/evolution from buying to marketing to e-commerce.



Media and Modern Literature

Goldsmiths, University of London

Aug 2008 - May 2011



    Wallpaper* Top 20 of London Design Festival


    • An exhibition that myself and the Creative Director of OYUNA put together was chosen as one of Wallpaper* Magazine's Top 20 of the entire exhibition, from the 350+ showing. http://www.wallpaper.com/london-design-festival/2014/preview


    No. 1 in Complex Magazine's 'Top 50 Best Stores In The World'

    • LN-CC took the number one spot in the influential lifestyle magazine's rundown of the best shopping locations in the world. http://uk.complex.com/style/2013/08/best-stores-in-the-world/ln-cc


    Design Museum, Design Of The Year

    Design Museum

    • LN-CC shortlisted as one of the Design Museum's Designs Of The Year 2012, featured in their accompanying exhibition. http://2013.designsoftheyear.com/tag/ln-cc-store/