1. The Oxford Circus Floor

Sales assistant at Topshop’s Oxford Circus flagship, one of the busiest high-street retail floors in London. Beyond the till, the role meant living inside a brand: how it presented itself, how customers read it, and what made them buy.

• Flagship retail operations: Day-to-day sales on the floor of the Oxford Circus store, one of the highest-traffic fashion retail environments in the UK.
• In-store brand management: Responsibility for a brand sold inside the store, keeping its presentation and stock in line with both the label’s identity and Topshop’s floor standards.
• Customer-facing communication: Product advice and brand storytelling translated into plain, useful language for real customers.

2. Clothing Label Design

The design output of this period: clothing labels for the in-store brand I managed. Small format, strict constraints, real production, the kind of brief where every millimetre and every letterform has to earn its place.

• Label artwork: Designed clothing labels for a brand managed inside the store, from layout to production-ready artwork.
• Brand consistency: Kept the label system coherent across items while working within garment production constraints.
• Retail context: Designed from the floor, not from a distance: the labels had to work on the rack, in the hand, and at the till.

An early intersection of retail experience and graphic design practice: selling the brand by day, and literally designing what went on the clothes.