Founded in 1750, Swaine is a historic British luxury accessories house with a distinct heritage and a different clientele. Working with such a legacy brand required balancing tradition with innovation, respecting established codes while bringing a renewed creative vision. I revisited the brand guidelines, analyzed the evolution of its logos and visual universe through the centuries, and developed campaigns and photoshoots designed to modernize the brand without losing its refined British gentleman spirit. The goal was clear: to honour Swaine’s heritage while positioning it confidently in a contemporary luxury landscape.

I am also responsible for the creative consistency of new stores. The brand is expanding into new countries, which means that Swaine's identity must be clear and a common theme must be maintained in our new stores. 

NEW STORES OPENINGS

Since 2025, Swaine has entered a new phase of international expansion, opening its heritage to a wider global audience. I had the opportunity to contribute to the creative development of this retail vision by working closely with the architects from Othello agency on the Swaine stores in Montreux Switzerland, Beverly Hills Los Angeles and on Avenue George V in Paris.
Being involved in the process from the initial idea to the final execution was a particularly enriching experience. From concept development and floor plans to material choices, architectural details and discussions with the construction teams, I was able to discover new areas of expertise and take part in the creation of a store from beginning to end.
The Beverly Hills and Montreux’s stores has now come to life, while the George V store in Paris is currently under construction.

BEVERLY HILLS PROJECT

FROM PLANS

TO REALITY

LAST CAMPAIGNS