Wear the Damn Shorts for Sweaty Betty

Working on Sweaty Betty’s Wear the Damn Shorts campaign with Director Dionne Loftus was all about confidence, representation, and saying the quiet part out loud. Shot in a studio in London, my role was to make absolutely sure that the women felt the best version of themselves before stepping in front of the camera.

Together, we helped bring to life a bold creative platform that challenged restrictive beauty standards and encouraged women to take up space—exactly as they are.

Dionne’s sharp creative vision anchored the campaign, while our collaboration focused on crafting messaging that felt unapologetic, inclusive, and genuinely empowering rather than performative. The result was work that resonated because it was honest: celebratory without being preachy, bold without trying too hard. Wear the Damn Shorts wasn’t just a campaign—it was a rallying cry, and being part of a team that trusted instinct, clarity, and cultural relevance made it especially rewarding.