Creative Director - ECFS25
As Creative Director for the 2025 Edinburgh Charity Fashion Show, Étienne oversaw the artistic direction and a 12-person creative team across fashion, styling music and editorial content.
He delivered six photoshoots, four films, and an original show score within six months and on a tight budget.
01 - Editorials
To build anticipation for the runway show, we created four digital editorials reflecting each of the show’s themes. Released ahead of the event, they highlighted key garments and brought in emerging local creatives.
Étienne directed every aspect of the editorials, including location scouting, garment selection, and assembling the creative teams.
02 - Fashion Films
The rollout also featured a series of fashion films released alongside the editorials. Working with video director Cameron Shin, Étienne created short films exploring the show’s core themes, preceded by a companion piece introducing the models and bringing the collection’s character to life.
03 - Original Show Score
To transform the event into a fully immersive experience, Étienne collaborated with composer JTD on a 40-minute score crafted specifically for the show and its editorial films—the first live original performance in ECFS history. Working with conductor Fraser Macdonald, we brought the composition to life through a custom five-piece ensemble. The full score is now available on Spotify.
04 - Show Day