A senior creative with 15+ years across fashion, retail, interior, culture and luxury, specialised in brand development, visual communication, concepting, marketing and executional excellence. She brings creative direction, strategic vision, and team leadership, shaping visual identities and brand worlds. 

Her work includes leading creative direction at Postery and art direction at Monki (H&M Group). As Creative Director at Postery, she shaped a growing poster shop into an internationally recognised interiors brand, giving it a distinct visual identity, clear brand differentiation, and a thoughtfully extended product range. This included a complete rebrand, and initiating artist collaborations and partnerships including H&M Home, Maison Matisse, Smiley, and Moomin.

Before that, during 7 years as Art Director at Monki (H&M Group), she led global campaigns across digital and retail platforms, concepting, directing shoots, and shaping visual narratives that translated the brand's inclusive values into distinctive storytelling celebrating diversity and individuality. Community and collaborations were central, with a strong focus on ambassadors and influencers during the brand's international growth. Her work contributed to strengthening the brand's identity during its expansion into Europe and Asia.

Earlier, as an Art Director at Kokokaka Agency, she concepted, directed, and oversaw production of innovative digital experiences for COS, Burberry, and Louis Vuitton, collaborating with international teams across markets.

Her approach is informed by an understanding of style and culture, how they form, shift, and surface through society, creators, and visual language. Originally from Sweden with roots in France, she holds an MFA in Visual Communication from the University of Design, Gothenburg, Sweden.

For inquiries and more info, send me a message contact[a]barustagabel.com

contact[a]barustagabel.com

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