Founding partner of the specialist fashion & luxury practice at Monks, and with a specific, personal focus on strategy,
experience design & innovation.
FLUX was formed to frame and maintain the agency’s GTM proposition for the category. By the end of our four‑year‑long tenure
- and from a standing start - fashion & luxury would account for 8% of Monks’ total annual revenue.
We set out to combine the strategic rigour and commercial nous of a consultancy with the taste levels and attention
to detail of a boutique studio. We cloaked ourselves in the codes of the category, presented ourselves with
a precise body language, and showed up with a distinctive point‑of‑view that spoke to a very
particular audience.
We espoused the value of weaving the physical and digital worlds into a single whole. We cast a keen but
critical eye on emergent trends and technologies, and crossed the streams between the two to position the
brands in our portfolio at the forefront of culture.
And we fused our specialist category knowledge and sensibility with the immense talent pool across Monks’
diverse capabilities around the world. We created - and curated - the best work in the business. Together, we delivered effective,
innovative and award‑winning work across the end‑to‑end category value chain.
The practice led projects across everything from full rebrands to seasonal campaigns; reimagined fashion
shows, e‑commerce experiences and loyalty programs; and explored the outer edges of AR, AI and blockchain.
And it was our privilege to partner with everyone from Arc’Teryx to Zegna — including over half of
those brands recognised by the 2024 Vogue Business Index as “most innovative”.
View retrospective
Core team
Hope Calnan, Camilla Chiaruttini, Imogen Farrell, Bruno Ferdinand, Raffaella Galliano, Duncan Gowers, Kira Kiai, Roman Levin, Dan Lewis, Ben Lunt, Moises Nevett, Liam Osbourne, Ellie Parker, Alix Pennycuick, Davide de Santis, Shona Speres
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Agency
Monks
Related project
Year Zero