Founded in London in 2010, Glassworks is a fresh London fashion brand, totally independent, style-obsessed and passionate believers in bricks-and-mortar boutiques as well as streamlined digital shopping. Our design-led stores and website are refreshed weekly with small runs of completely new fashion, meaning a constant feed of exciting new pieces for our customer.
We are entering our next stage of growth and want to make the brand sharper, more finished, more ownable and more consistent across every customer touchpoint, from campaign and website to product imagery, packaging, stores, social, email and gifting.
Work Schedule/Location: 4 to 5 days per week, Europe-based, with one working week per month in London. Full-time preferred where possible; four days considered for an exceptional senior candidate.
The Role
We are looking for a senior Creative Director to define and protect the visual and experiential identity of Glassworks. This is not a purely editorial role or a light advisory role. We need someone who can set the creative direction, direct key campaign moments, raise the standard of imagery and design, and build the frameworks that allow the brand to scale.
You do not need to personally design every asset or shoot every image. But you must know what “excellent” looks like, know when specialist talent is needed, brief that talent well and hold the final creative standard.
This role also requires strong creative leadership. You must be able to set clear brand rules, explain the reasoning behind them, secure stakeholder buy-in and ensure the rules are followed across teams. You should be confident saying when work is or is not within the Glassworks creative system, and able to hold teams and external partners accountable without relying on the Founder to reinforce every decision.
The right person will build on what already works rather than arrive with a blank-page rebrand. A key question for this role is: what would you keep?
What You Will Own
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Own and evolve the Glassworks visual identity system, including the brand’s graphic language, image style, campaign treatments, website look and feel, packaging direction, store creative principles and creative rules.
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Lead creative direction for three to four major campaign moments per year, plus lighter seasonal and drop-led creative, ensuring each campaign works across website, social, email, stores and packaging.
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Set the standard for photography, video, model casting, styling, lighting, retouching and AI-assisted imagery, making sure all visual output feels recognisably Glassworks.
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Work with E-commerce to ensure customer-facing website changes improve performance without damaging the brand.
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Shape packaging, printed touchpoints, gifting moments, store atmosphere, windows, music direction and sensory details so the brand feels more finished and consistent in real life, not just online.
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Build a stronger creative talent bench across designers, photographers, videographers, stylists, retouchers, AI image specialists, packaging designers and VM/window specialists.
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Work closely with the Brand Manager as your key internal partner, giving clearer senior creative direction, involving her in the creative process, and helping develop her judgement across brand, design, imagery, packaging, website, store and campaign work.
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Bring commercial realism to creative decisions, finding smart ways to improve output without defaulting to expensive production as the only route to quality.
Brand Direction
Glassworks is London-born, but our product and creative energy are strongly influenced by Korean fashion, Seoul street style, highly designed cafés, packaging, interiors and fast-moving retail culture.
We are not looking for generic luxury minimalism. We want someone who can translate that pace, polish and visual newness into a London fashion brand: stylish, graphic, witty, accessible, fast-moving and commercially sharp.
Glassworks has its own London studio and is testing AI-assisted imagery. We want someone who is open to AI and modern production workflows, while still protecting taste, model quality, lighting, styling and brand credibility.
What success looks like
In the first 3 to 6 months, success would mean a clearer Glassworks visual identity system, stronger campaign and image standards, improved model/photography/video/AI guidelines, clearer website creative governance, stronger packaging and store creative principles, a better creative talent bench, clearer accountability around creative sign-off and less reliance on founder-level creative judgement day to day.
What we are looking for
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Experience in creative direction, brand identity, campaign direction, fashion retail, beauty, lifestyle, concept retail, hospitality, graphic-led consumer brands or e-commerce brands with physical retail.
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Strong visual judgement across campaign, photography, model casting, styling, graphic identity, packaging, website and store experience.
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Proven ability to shape a brand environment, not just execute isolated assets.
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Strong graphic design judgement, even if you are not personally a hands-on graphic designer.
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Comfortable briefing and directing specialist creative talent, including designers, photographers, videographers, stylists, retouchers and AI image specialists.
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Commercially grounded and practical about budget, with the ability to raise standards through smart, resourceful creative decisions.
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Interested in the whole customer experience: product, models, lighting, packaging, tissue paper, swing tags, website graphics, store music, campaign imagery and whether the brand feels finished.
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Open to AI and modern production workflows, including in-house studio production.
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Excited by Korean/Seoul visual culture and able to translate that influence into a London fashion context without copying it.
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Collaborative, clear and able to develop internal creative capability through shared reviews, examples, frameworks and decision-making.
Especially strong candidates will be able to show examples of:
Shaping or evolving a brand identity across multiple touchpoints; directing campaigns that are both brand-building and commercial; improving photography, model casting or image standards; building or briefing a creative freelancer/studio bench; raising creative quality without relying on excessive budgets; and turning a loose brand direction into a clearer repeatable system.
This Is Not The Right Role For Someone Who Is
Purely editorial, purely minimalist, purely luxury, purely social/content, or purely strategic without strong visual judgement. We are also not looking for someone reliant on expensive shoots, agencies or locations as the only route to quality; dismissive of AI or owned-studio production; too attached to imposing their own aesthetic; or likely to interpret “elevated” as simply making everything black, white, beige, sparse or vaguely luxury.
