Creative Brand Marketing
Fashion / Beauty / Lifestyle
Alysha Gardiner / London
I build stories people
want to be part of.
I turn good products into compelling stories, campaigns and brand worlds — combining strategic marketing thinking with a strong creative eye.
London-based. Working with ambitious brands globally.
View selected work7+ years in fashion · Multi brand experience · Campaigns from concept to market
Selected work / Four lead stories
Brand thinking, creative decisions, cultural relevance and commercial proof.
01 / Betts
Helping reposition a 130+ year footwear brand through a more distinctive visual world, creator strategy and culturally relevant brand moments.
Brand positioning · Campaign development · Visual direction · Culture
View story
02 / Lee
Reframing a seasonal denim launch around Lee’s strongest point of difference: its heritage.
Campaign development · Talent strategy · Integrated launch · PR
View story
03 / Wrangler
Making Wrangler’s authentic relationship with music relevant to a new generation through emerging Australian artists.
Cultural brand building · Artist strategy · Creative development · Storytelling
View story
04 / Wrangler
A vintage-inspired campaign reinterpreting Wrangler’s archival advertising language for a contemporary audience.
Campaign development · Heritage storytelling · Integrated rollout · Activation
View storyMore work
Lee
Weekend in the City
Seasonal campaign · +142% YoY site sales
Wrangler
Long Way Home
Campaign storytelling · +328% MoM organic views · +122% collection link clicks
Wrangler × Better Beer
Brand collaboration
7,726 competition entries · 275K launch video views
Approach
The best fashion marketing doesn’t feel like marketing. It creates desire, curiosity, recognition or belonging.
I start with the brand, find the story, build the world around it, then decide how that idea should travel — through campaigns, imagery, content, creators, partnerships, PR, experiences and culture.
The creative lens
Attention can be bought. Belief can’t.
Only authentic brand storytelling turns a product into something people want to be part of.
Products aren’t the story.
They’re the starting point.
About
I’m a London-based creative brand marketer with 7+ years’ experience across fashion and footwear, including leading integrated marketing across Lee, Wrangler and Riders by Lee at True Alliance and helping reposition heritage footwear brand Betts.
My experience sits between creative and commercial — from annual strategy, six-figure marketing budgets and go-to-market planning across international markets, to campaign development, casting, moodboards, photoshoots, storytelling, creators, PR and brand experiences.
I’ve worked with global creative teams and talent across three-brand portfolios, agency partners and cross-functional teams, while directly managing and developing junior talent and presenting performance and recommendations to senior leadership.
What I love most is the point where strategy becomes something people can actually see, feel and want to be part of.
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