Sarah McCullough

Sarah McCullough

Creative DirectorLondon, United Kingdom
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Michelangelo Torres
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Sarah McCullough

Sarah McCullough

Creative DirectorLondon, United Kingdom
About me
Sarah is an Irish born, London based Creative Director, specialising in cultural & sustainable direction. She was schooled in Fine Art at Central St Martins. In the early years of her career she cut her teeth as a fashion assistant at style magazines The Face, Arena Homme+ and Pop. As a freelance stylist she worked across fashion editorial, music and film. Sarah spent much of her career at Selfridges where her roles have spanned styling direction, window design, creative concepting and ultimately creative direction. In her position as Director of Creative Direction she nurtured a world class team of talented creatives whose work won myriad awards across disciplines from advertising to film during her tenure. Best known for her concept work, Sarah created some of Selfridges most lauded campaigns. ‘Agender’, ‘The Beauty Project’, ‘Everybody’, ‘Music Matters’ and ‘Project Earth’ are just some examples of projects which posed a powerful case for social & environmental justice, diversity and the importance of keeping the arts at the heart of our cities. Sarah defined an arts and culture strategy for Selfridges which helped position the brand as a cultural institution. Public art commissions, artistic residencies, the launch of a broadcast channel and collaboration with global luxury brands, fledgling designers, established and emergent creatives all played into this cultural storytelling. A key legacy of this work is the Bright New Things initiative, which Sarah devised back in 2011 to discover, platform and mentor new fashion and design talent. Now a freelance Creative Director and consultant, Sarah works with brands, in the fashion world and beyond, helping them to connect with a sustainable vision and weave a sense of narrative magic through campaigns and cultural strategy.
Projects credited in
  • #DenimLovers - Selfridges
    #DenimLovers - Selfridges#DenimLovers was an international campaign during SS13 to launch the worlds biggest denim department at Selfridges London, ‘The Denim Studio’. A 26,000 square foot space dedicated exclusively to denim and listed brands such as Levi’s, Primark, Paige Denim, J Brand, Christopher Kane & more, with price points ranging from £11 to £11,000. I worked as part of a team to deliver the world’s first co-created fashion campaign, in which celebrities, social influencers, friends of the brand and staff we
  • Selfridges Radical Luxury Cinema Campaign
    Selfridges Radical Luxury Cinema Campaign
  • The New Order campaign 2019 / Selfridges in collaboration with various artists
    The New Order campaign 2019 / Selfridges in collaboration with various artists
  • Oxford Street façade installation / Selfridges
    Oxford Street façade installation / Selfridges
  • Lamyland store concept 2018 / Michèle Lamy x Selfridges
    Lamyland store concept 2018 / Michèle Lamy x Selfridges
  • Music Matters campiagn 2017 / Selfridges
    Music Matters campiagn 2017 / Selfridges
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Work history
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    S
    Creative DirectorSarah McCullough Studio
    London, United KingdomFreelance
Education
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    C
    Fine ArtCentral St Martins College of Art And Design
     - London, United Kingdom