Creative direction for the Burberry Summer 2025 campaign. Launched just in time for Valentine’s Day, the campaign celebrates love, London and cinema with a homage to great British romantic comedies. An urban fairytale of humour, optimism and the unpredictable weather, London in Love features an A-list cast including Kate Winslet, Richard E. Grant, Naomi Campbell, Nicholas Hoult, Jodie Turner-Smith, Son Suk-ku, Aimee Lou Wood, David Gandy and Liu Wen. Comprising a hero film, 6 vignettes and stills campaign with additional social content, the campaign by Lane & Associates ran across cinema, print, digital and OOH.

Artistic direction for Hermès’ biannual publication Le Monde d’Hermes. A portrait of Hermès’ historic and spiritual home on the Rue de Faubourg in Paris across two guest art directed issues, telling the story of the building, its character and its influence. An ‘incomplete inventory’ of the Faubourg and its contents, Lane & Associates commissioned over 1500 images across both issues.

Artistic direction for Margaret Howell’s SS25 campaign. Inspired by visiting the brand’s archive, Lane & Associates brought gentle movement, poetic details and relaxed characters to the Margaret Howell world, with a campaign capturing off guard moments of freedom on the rooftop of 55 Broadway overlooking London’s skyline.

Creative and editorial direction for an ongoing series of books exploring iconic ingredients and their place in culture, published in collaboration with Taschen. Conceived and created by Lane & Associates, each book is sumptuously illustrated to celebrate the link between food and the arts through exclusive photography and historic artworks alongside original recipes and stories.

Creative direction for Hermès womenswear show in Shanghai. Over two nights, the event for 2000 key guests featured a 15-minute fashion presentation created in collaboration with artist Sara Cwynar, combining film, choreography, sound and lighting design, and performances by Kelsey Lu and Lucinda Chua. Lane & Associates also oversaw all interior architecture and set design, entertainment, event branding and all digital assets for the event, under the theme ‘a day at the races’.

Creative direction for Thom Browne Holiday 2024 campaign. To celebrate the festive season, Lane & Associates brought a sense of wonder to the structured world of Thom Browne with a nod to surrealism that plays on scale and fantasy.

Creative direction for a series of films celebrating Hermès’ famed relationship with cinema. Each film starred the bag as its central protagonist and was styled as a fictional trailer based on a different cinematic genre, from Film Noir and Nouvelle Vague to Western and Medieval Fantasy.

Creative and editorial direction for The Gourmand, an award winning, biannual food and culture journal. Founded by Lane & Associates in 2011, the publication held a global readership of 60,000, was sold in more than 400 stores world-wide, and attracted coverage from The New York Times, The Guardian, Die Zeit, and Le Monde. Contributors as varied as Jerry Saltz, Yoko Ono, Gary Indiana, David Shrigley, Milton Glaser, Yayoi Kusama and the Cookie Monster featured in its pages.

Artistic direction for the seasonal campaigns and pre-show content for Milan based fashion house Del Core. The elegant yet fantastical imagery expresses the brand’s inspiration by both the natural world and science fiction.

Creative direction of Frieze, one of the world’s leading arts and media brands, across 30 issues from 2016 to 2021. Collaborators included leading artists and photographers such as Cindy Sherman, Collier Schorr, Roe Ethridge, Viviane Sassen, John Akomfrah, Nathalie Du Pasquier, William Wegman, and Tracey Emin. To coincide with its 30th anniversary, Lane & Associate oversaw a rebrand of Frieze to unify its various businesses, publications, platforms and programs under a consistent visual identity system.

Creative direction on Hermès Fit, a campaign highlighting the house’s accessories with an invitation to exercise your style. The 360-campaign featured film, OOH, digital assets, spatial design and immersive events