Phong luu is a senior creative lead & copywriter.
Beginning as a journalist at The Daily Telegraph before turning storyteller for an eclectic mix of brands from start-ups to global players, I’ve strategised content, defined tones of voices, led teams, and written all forms of content, for all kinds of channels.
Clients:
Ace & Tate
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Glamour
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Joseph
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Karen Millen
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Lock & Co Hatters
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loop Earplugs
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Marie-Stella-Maris
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Marks & Spencer
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Nataal
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Net-a-Porter
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Next
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Saywood Studio
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Scotch & Soda
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The Daily Telegraph
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Tommy Hilfiger
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Ace & Tate 〰️ Glamour 〰️ Joseph 〰️ Karen Millen 〰️ Lock & Co Hatters 〰️ loop Earplugs 〰️ Marie-Stella-Maris 〰️ Marks & Spencer 〰️ Nataal 〰️ Net-a-Porter 〰️ Next 〰️ Saywood Studio 〰️ Scotch & Soda 〰️ The Daily Telegraph 〰️ Tommy Hilfiger 〰️
loop earplugs
As Senior Editor and Writer for Loop – the Belgian scale-up disrupting the global hearing health space and recently named one of Fast Company’s Most Innovative Companies – I oversaw brand and commercial storytelling across channels.
I led creative strategy, concept development and copy for product launches and brand partnerships, including Swarovski, its fastest-selling collab to date. Performance copy was also part of my remit, including paid social – the brand’s largest revenue driver.
tommy hilfiger
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tommy hilfiger *
All-American, with a wink. I wove Tommy’s signature spirit into every line, bringing seasonal launches to life across web, CRM and social.
ace & tate
Leaning into Ace & Tate’s distinctive voice, I injected personality across key brand moments – from its first virtual try-on app to editorials spotlighting artists commissioned to design its stores. I also led its annual sustainability report as it worked towards B Corp status, turning technical language into engaging, consumer-facing copy.
Net-a-porter
I was commissioned by the luxury fashion e-tailer to write several fashion features for its digital magazine, all with a commercial focus.
marks & spencer
In collaboration with Grey London, I was lead copywriter on ‘Spend it Well’, a multi-million rebrand built on one truth: life’s short, make it count. The new tagline and tone were brought to life across digital, stores and OOH.
I also wrote for Style & Living, editorialising the buy across fashion, beauty, home and food.
scotch & soda
A freelance booking which turned permanent, I was tasked with heading up copy and leading a team of three copywriters and freelancers. My role was all-encompassing: from ecommerce, to social media, to press releases, my eyes – and words – were across them all.
Working closely with the CMO, I ensured that content was rooted in the brand strategy, and together with the Analytics team, delivered stories that engaged with our consumers and B2B audiences. A new brand tagline and tone in line with the company’s rebranding was also created and implemented under my watch.
A diverse role which combined management and writing, it mixed the creative – concepting, editorials, film scripts, stories which kickstarted the imaginations of our designers to create each season’s collections – with the pragmatic – SEO, product descriptions – and required switching writing styles constantly.
the daily telegraph
Starting as Fashion Assistant, I was promoted after 18 months to Style Editor. Responsible for pitching ideas, writing, editing and commissioning journalists including Sarah Mower and Alexandra Shulman for The Daily Telegraph, I oversaw the entire creative and production processes for the Style section.
I was also Contributing Editor to ST, the paper’s bi-annual luxury fashion magazine, wrote news and opinion pieces for the website and paper, and co-hosted presentations with the Commercial team for beauty advertisers, including L'Oréal.
This role instilled the importance of chasing new stories and finding fresh angles in the familiar; writing and editing through the eyes of the audience; how images and words always go hand-in-hand; and maintaining standards even under the tightest of deadlines – foundations that still shape the way I work to this day.
