I created The Rockstar SS23 persona to embody bold rebellion and effortless cool, designing every aspect of the campaign to reflect edgy confidence and self-expression. From developing the moodboards to choosing the Fulham location, I shaped a vision that would showcase Tateossian’s edgier pieces in a way that felt both raw and aspirational.

As the Creative Director, I led the styling, art direction, and on-set execution, crafting a dark, moody, and playful aesthetic that captured the untamed charisma of the Rockstar persona. I styled each look to balance casual nonchalance with statement accessories, ensuring the jewellery became an extension of attitude and individuality.

Directing a team of six, I brought the vision to life—building a gritty yet refined campaign that stands out, just like the pieces it represents. The result? A visually powerful and rebellious campaign that perfectly captures the bold spirit of Tateossian’s Rockstar persona.