BIO
Rich is and Executive Creative Director and Brand Consultant with 25v years experience developing fashion and lifestyle brands. Specialising in youth culture, past, present and future, Rich is always looking for new challenges.
*All content on this site has been conceptualized, developed, cast, produced and directed by Rich.
Rich’s extensive personal and professional experience both give him the ability to produce a consistently high quality visual content that reflects an authentic representation of youth culture past and present.
A visual strategist focusing on fashion, lifestyle and subcultures, Rich has a unique vision for any task he takes on, pushing boundaries to keep clients one step ahead.
Rich is self-assured and confident when it comes to directing every aspect of a project - from initial concept and development, to casting, styling and design - which enables him to ensure all work is as culturally relevant, cohesive and impactful as possible.
From his position as Fashion stylist & Editor at national magazines and newspapers to founding ‘RICH LONDON’ , a leading PR & marketing agency specialising in relaunching, developing and communicating global brands, Rich has been an instrumental figure across many facets of the fashion and media industry over the last 25years heading up the re-launch of global brands like Champion, FILA and HENNESSEY.
His recent work as Executive Creative Director include developing the global message ‘winning starts within’ for KAPPA. Heading up the Hip Hop 50 Campaign for HENNESSEY and re introducing SCHOTT NYC into the UK
At the start of his professional career Rich was at the forefront of 90s youth culture progressing from a fashion stylist then Fashion Editor to Fashion Director and eventually ‘Associate Editor’ at many of the notorious ‘Lad’s magazines’ of the time.
FHM , FRONT and NUTS magazine were the biggest media platforms selling millions of copies a month, commanding a huge influence within the industry. This hugely competitive and culturally important era was fuelled by the editorial passion to document youth culture in the most authentic and poignant way.
Fully immersed in this debauched journalistic period, Rich was known for passionately pushing creative boundaries whilst being able to burn the candle at both ends! It’s this work/social ethic that has paved the way for his career which, two decades later, sees Rich busier than ever producing work on a global scale.
Thanks to this decade spent working at the forefront of cultural relevance, Rich was established across all aspects of creative + communication. Becoming the ‘go to’ creative director, fashion and brand consultant, writer and cultural commentator for anything youth related. Prior to this Rich freelanced for many years, styling people from David Beckham to Mike Skinner.
His work has always taken influence from a wide range of subcultures including indie, hip hop, punk, rave, grime, garage, skate and many more, reflecting his own eclectic interests.
Over the years commercial brands such as MTV, Sony, Toyota, Adidas, Lynx and Pepsi have utilised Rich’s genuine knowledge, relationships and expertise in subcultures to execute the detail they need to target their desired demographic.
Rich has also written, edited or consulted for countless brands including Evening Standard, The Mail on Sunday and Grosvenor all of whom have utilised Rich’s voice, opinions and knowledge to keep their brands relevant & engaging.
At the height of his Editorial career, Rich consolidated his industry contacts, and what would now be called ‘Influencer’ relationships, to set up is own London agency RICH LONDON.
Launched in 2007 as a PR agency focused on generating exposure for many brands, RICH LONDON has since become a globally renowned brand development agency.
The agency manages all aspects of brand activity from relaunch, redirection, brand development, brand partnerships, Ambassador programmes and collection design to full PR and comms, social media strategy, in-house creative, event management and influencer marketing.
Its London showroom attracts key media figures including stylists, editors, influencers and VIPs from all over the world on a daily basis.
Now firmly established, with a sterling reputation, Rich focuses on brand strategy, consultation and creative direction both for Rich London and for independent brands
Rich has successfully developed 360-degree creative campaigns for a long list of global fashion brands covering everything from sports heritage and streetwear to work wear, tailoring, watches, footwear - even gyms and restaurant chains.
Rich’s deep rooted affiliation and experiences with subcultures, new and old give him a unique insight into what trends to feed his targeted audience. He is able to stimulate relevance and impact with both new and existing consumers, whilst staying true to the brand’s DNA.
In many cases Rich’s in-depth knowledge of the fashion market - both men’s and womenswear past, present and future - has seen him completely reposition brands.
Designing full collections, restructuring global marketing strategies, directing global advertising campaigns and consulting on all other aspects of brand activity.
His work has been consistently credited by leading global media platforms with features from Hypebeast, Complex, Vice and many more.
Respected for his honest opinions, knowledgeable and influence Rich is regularly booked to speak at many industry panels, events and pod casts focussing on youth culture.
GIVING BACK
Rich regularly supports and represents many youth charities, local projects and community groups. He also advises universities on criteria for their courses. and mentors students.
Mental health and well being is also very close to Rich’s heart now with which he offers his knowledge and experience wherever possible
Through this work he has developed the RICH LONDON FOUNDATION where he encourages other people within his creative network to donate their valuable ‘time’ to charities and community groups.
Rich is always looking to expand his creative and personal capabilities with new challenges.