Simon Crofts


Creative Director

A creative leader working at the intersection of fashion, sport, beauty and lifestyle. 


● Showreel 25


● A-chromiq

A French fragrance brand where contemporary luxury dissolves boundaries of gender and convention.


● Understated Era

An English menswear house embodying quiet luxury, blending traditional tailoring with modern minimalism.


● OHMME

A refreshed identity and product language that broadens appeal while speaking to a new, sustainability-conscious generation.







● fi’zi:k

Elevating the brand’s creative direction, building a unified global identity, and successfully launching new product categories.


● Carrera

Eyewear in motion. A series of collection films for Carrera.


● Sheep inc.

A fashion film for Sheep Inc. — a tactile study of knitwear, nature, and modernity.


● KASK

 A rebrand KASK Snow repositioned as a precision-driven, design-led player in the snow sports market. 







● Taylored London

A balanced quintessential British charm of modern minimalism.



● Fashion Editorial

Fabricated realities. Reshaping fashion’s visual language through GenAI moving image and stills.

Coming Soon.



AboutA Creative Director with 20 years’ experience shaping global brands across fashion, beauty, lifestyle, sport, and culture. I’ve led creative for both heritage icons and disruptors — from fi’zi:k, KASK, Nike, and Carrera to emerging names like A-chromiq and Understated Era.

I combine strategic vision with design excellence, leading high-performing teams to deliver transformations across identity, product, campaign, and digital. My work spans the full brand ecosystem — from naming and positioning to retail, packaging, and film.

An early adopter of AI, I integrate tools like Runway, Midjourney, Raspberry AI, and Refabric into concepting and production, expanding creative possibilities without losing craft.

Email: sc[at]simoncrofts.co

FashionFashion design portfolio
PDF