Browns has announced Nellie Eden—Creative, Writer, Editor and founder of agency Eden Creative— as Creative Beauty Editor in Residence, as the luxury fashion retailer moves towards adding beauty to its offering later this year.
In this newly-created role, Nellie will join forces with Browns to bring the brand’s unique take on beauty to life through compelling campaigns, creative content, memorable in-store programming and unique events. She will work closely with the Browns brand and buying teams to help enhance and amplify the new category for launch, and will be charged with engaging Browns’ existing customer base, taking them on a beauty journey that’s as unique and boutique as its fashion offering.
Nellie Eden specialises in digital culture, and has worked with many of the most influential brands in the fashion and beauty sphere. With almost ten years experience in the creative industries, Nellie has worked in-house at Dazed and Refinery29 and as a creative with brands such as Burberry, Byredo, Martine Rose, Gucci, Selfridges, Glossier and Nike. For four years she worked as a Creative Consultant for polymath Isamaya Ffrench. As a published journalist, Nellie has contributed stories to the likes of British Vogue, i-D and DAZED, each connected by a clear red thread: an innate understanding of culture at large.
“I’m so honoured to be collaborating with Browns on the launch of Browns Beauty. I spend my whole life creating in and around this new beauty lexicon that’s been forming over the last few years and everything that language encompasses; identity, creativity, community and self expression, and to work on a project that brings those ideas into being with such vibrancy and care has been immensely fulfilling.”
– Nellie Eden
In recent years, Nellie has sharpened her focus onto the beauty industry and re-defining that sector’s visual and written language. As Editor of Dazed Beauty, Nellie powered a number of projects that challenged the conventional perceptions of beauty, rejecting the standards and ideals that former generations had subsumed. Nellie’s vision has been pivotal in setting a blueprint for a new, creative and inclusive beauty language, one that favours creativity, self-expression and liberation over out of date norms and beliefs.
“Nellie has such an innate understanding of the beauty world and all of it’s wonderful nuances. She brings her extensive knowledge of the industry to this project and we are thrilled to have her on board as we work towards our launch later this year. At Browns, we know there is no singular expression of beauty, and we’re incredibly excited to introduce our vision for the category—one based on inclusion, innovation, creativity and experimentation—to our customer. We’re going to have a lot of fun in this new space.”
– Ida Peterrson, Buying Director
Browns will add beauty to its offering later this year, and will take a holistic and luxury approach to the category, offering effective, conscious and inclusive brands and rituals to the brand’s audience.
