Finding models for campaigns was always a major part of any collection. When Georgie Hobday came in for a casting, having only just signed to an agency, we instantly knew she was the one for the job. What we didn’t know was that she’d just made national headlines for holding a huge rave at her parents house in Brighton which ended up getting raided by the police. Photography Morten Laursen.

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.

Fashion advertisement featuring a red-haired woman in beige lingerie, posing with her hands behind her head, and wearing jewelry. Smaller images show her in different poses and outfits, including a fur coat. The text indicates it's for a Niki brand Autumn/Winter 2011 collection.
A red-haired woman in black lingerie and accessories, striking various poses in a fashion photoshoot against a plain white background.
Page from a fashion catalog featuring women modeling black and steel gray swimsuits and clothing, with text indicating Autumn Winter 2011 collection and contact information for Made by Niki.
Collage of four fashion magazine photos featuring a red-haired female model in various poses, wearing nude and beige lingerie, a leather skirt, a faux fur coat, and accessories.