Creating the seasonal campaigns for Made by Niki was much more than a creative exercise. The budgets were driven by the available funds from each previous collection. Often the funds from the previous collection would still be coming in as the next one was due to launch. Driven by the ruthless selling terms of the major retailers and non-negotiable up-front costs for manufacture, It was a fragile balancing act that required a large amount of trust and faith in the process. Photography Tim Bret-Day.

Made by Niki was an award winning, high-end fashion lingerie brand created by my wife and I in 2006. My primary responsibilities were for the sales and distribution of the seasonal collections to over 100 retailers across 17 countries, including Selfridges, Lane Crawford (HK), Coco De Mer, Fortnum & Mason, House of Fraser and De Bijenkorf. As the brand director I art directed and designed all sales and marketing materials for both online and print.

A woman with long blonde hair modeling black lingerie, standing against a green and gray background, with the text 'Made by Niki Autumn Winter 2013'.
A woman with long, curly blonde hair wearing nude-colored lingerie, standing against a green background. The text on the right side describes a 2013 fall/winter fashion collection with details about fabrics and styles.
A woman with long curly blonde hair wearing peach-colored lingerie with ruffle details, standing against a green background, with her right finger raised to her lips in a shushing gesture.
Two women with blonde, curly hair wearing pink lingerie against a green background.
Two women standing against a green background, wearing minimal clothing with ruffles. The woman on the left has blonde, curly hair and is posing with her hands behind her head, wearing a beige crop top and bikini brief. The woman on the right has blonde, curly hair and is standing with her arms at her sides, wearing a ruffled bra and bikini brief with pink high heels.
Two women wearing pastel-colored lace lingerie with bows, posed against a green background.
Line drawing sketches of various lingerie pieces including bras and bodysuits, with detailed designs and specifications for a 2013 autumn/winter collection.
Model wearing a black and gray bodysuit with high heels, posing against a green background.
A woman with long, wavy blonde hair wearing black lingerie with beige stockings and high heels posing against a green background.
Black-and-white fashion catalog page for Niki, showcasing lingerie and sleepwear designs for Autumn/Winter 2013, including bras, knickers, and a dress, with prices and descriptions.
A woman with curly blonde hair wearing black lace lingerie, beige thigh-high stockings, and black high heels, standing against a green background.