This was an exciting challenge. 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. Collaborating closely with architects and skilled craftsmen abroad was an extremely enriching and rewarding experience for me. It was both professionally stimulating and highly educational, allowing me to develop valuable insights and deepen my understanding of the construction and design process.