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N | Monarchy London

'Haute Maroquinerie'


The luxury goods market is worth billions of dollars. Consumers desire and engagement with products have changed radically in today’s market, meaning brands without dynamic social engagement fail.


Monarchy was created from the platform of consumer/social engagement. Created by influencers for influencers with design, exclusivity of products and story at its core, I worked closely with the team and investors to develop the brand platform, marketing story, designs language, finance and launch the brand.

Central to the success of this strategy is the generation of content to build traction. ‘The shoot’ and the movie’ was based in London, being the home of the brand. I produced, art directed, styled the shoot, utilising a hand-picked film crew, models and a high end fashion photographer.


The launch of the brand was carefully ‘stage’ managed to release only limited amounts of products through celebrities, and social media to encourage pre-registration to invitation only sales events.