Art Direction & Design at online fashion retailer, MR PORTER and founder/Creative Director of SAM MC LONDON, founded in 2010. My main inspiration for all of my work comes from the fashion industry mixed with the branding and packaging sector of design, making my strength my ability to ensure my work is leading the way whilst remaining relevant for the brands target consumers, giving the 360 degree experience. As a result of my Graphic Design work at brands such as GIVENCHY, DONDA and MR PORTER, I started my own high-end streetwear label which mixes Anglo-Asian inspired prints and my passion for Football. SAM MC LONDON has been featured in i-D, Wonderland, Hero and V-Magazine to name but few and has been worn by a number of celebrities such as Rihanna, Justin Bieber, G-Dragon, CL and 2NE1.Locked Pro Plan feature
Group Art Director, Media and Brand Partnerships The NET-A-PORTER Group, part of YOOX NET-A-PORTER Group Working across both NET-A-PORTER.com and MRPORTER.com
Assisting the Creative Director across a wide breadth of different projects, from developing concepts for the Art Direction of editorial and marketing fashion shoots featured on The Journal (mrporter.com/thejournal) to conceptualising live events (such as the MR PORTER x Kingsman: The Golden Circle, and annual PR Press day events).
Assisting the Creative and Senior Art Directors across a wide breadth of different projects, from developing concepts for/and Art Direction of fashion shoots featured on The Journal (mrporter.com/thejournal) to conceptualising live events (such as the MR PORTER x BEAMS event for LCM, and PR Press day events).
Key areas: Art Direction, Social Media, PR, Editorial & the daily content on site. I introduced a new creative identity for ASOS across all of ASOS’ global social platforms including Facebook, Weibo, G+ and Instagram. Within the first six months sales grew by 85% across all of our social handles, most notably, engagement rate on Facebook increased from 9.2% to 14.5%. Managed the Art Direction and oversaw all of ASOS Menswear Editorial shoots including ASOS Black x Puma, Nike Air Max Day and all content for ASOS’ Daily Destination. Working collaboratively with the in-house PR team to guarantee exposure in all relevant outlets. Post a series of focus groups, I came up with the concept and launched the look and feel for ASOS in Russia and China when they launched in 2012/13. Overseeing the website, social, PR and editorial content. Since ASOS Daily launched in 2014, I’ve managed the daily feature on the Menswear homepage with quick turnaround times.
Assistant Print Designer under creative direction from Riccardo Tisci for the AW 12/13 Collection.
Working on the first Womenswear collection for Kanye West entitled 'DW' - alongside Virgil Abloh and Alex Milsom.
Anglo-Asian inspired, high-end luxury streetwear brand. Outside of my day job, I run my own fashion label; SAM MC LONDON. The brand is heavily influenced by my time spent growing up in Asia (Malaysia and Singapore) and my passion for Football. My personal highlight from SAM MC LONDON since it launched in 2010 was when the brand was approached by 2NE1 to create customised outfits for their AON World Tour which on the brands Instagram alone engaged 37K+ users. For more information, please see the brand's Instagram account: instagram.com/sammclondon SAM MC LONDON has been featured in i-D, Wonderland, Hero. Vice and V magazine. Worn by celebrities such as CL, 2NE1, Justin Bieber and G-Dragon. Stocked in Colette Paris, Beams, Candy Fake Tokyo, Overture Taiwan, MS YAMING, Off the Wall Hong Kong, GR8 Tokyo, Surrender Singapore and more.
SAM MC is a London/ Paris based brand, pioneered by Kanye West and Givenchy-trained artists/ designers/ entrepreneurs Samuel McWilliams and Alex Milsom. "Their SS15 collection is about carnal and vicious creatures, which were imagined and hand painted by the artists on hoodies, tees, shirt and scarves.” After big success all over Asia, the English duo are starting to make their mark in their home continent. And don’t forget the label also do womenswear, so everyone’s a winner. http://i-d.vice.com/en_gb/read/top5/3623/the-rising-stars-of-menswear