Image sourced from OneLeague

Bee Diamondhead has been in the fashion industry for over 11 years. She gained some of her experience at notable magazines such as Wound Magazine, Dazed and Confused, and Vanity Fair after doing a Creative Brand Communications degree at Vega and a fashion styling course at London College of Fashion. She recently collaborated with ASICS Tiger as a fashion director for the new ASICS Gel-Kayano Knit Trainer global campaign. We spoke to Bee about the campaign.

How did the collaboration with ASICS Tiger come about?
I was head hunted by an all female creative agency based in Berlin called ‘The adventures of’. They are doing some really great stuff and only work with the best so it was really nice to be recognised as such and be a part of their process.

What were your responsibilities as a fashion director for this campaign?
This campaign was special in that a group of international insanely fashionable sneaker heads like Barbara Malewicz, Jamairo Nawaz, JuiceJee, Daniel Pacitti to name a few were selected as influencers for the brand so a huge part of my job was making sure the looks I created for them complemented the sneaker but stayed true to who they are as individuals. Basically the job is to take the brief stay true to the brand and create about 50 individual authentic looks for a cast of about 25 as well as managing my team. We shot an insane amount of stills and video over the hottest 2 days in Cape Town, it was crazy but a hell of a lot of fun.

Please tell us more about the campaign?
We were shooting the international campaign for the new ASICS Gel-Kayano Knit Trainer. The idea is that we are all woven from the same thread and when we get together and became one tribe we can accomplish greatness.

What do you love most about being a stylist?
I prefer the term Fashion Director for myself personally because i do more than just put a look together. I do intensive research and come up with creative concepts, I cast the models/actors and put my team together based on who’s best suited for that brief. I got my degree as an Art Director in Creative Brand Communications and later studied fashion styling at The London College of fashion almost a decade ago so my career keeps evolving. I’m in the business of helping brands better understand the look and language of their consumer. I love that every brief/ job is so different. I’ve worked as Fashion assistant at Vanity Fair in London to Fashion Editor for Marie Claire South Africa to Creative Director of Legit. Last week I was working on a brief for Mercedes Benz and this week I’m working with world renowned artist Kudzanai Chiurai on a massive project. Its a roller-coaster. If this doesn’t keep me young I don’t know what will.

What advice do you have for people who are interested in doing what you do? What key skills should they have?
Firstly I would say its not really about how well you dress, its really about how well you can execute a brief. Assist! Assist! Assist! I’ve worked in publishing, on film sets, music videos you name it. The industry is huge, assist as many established people as you can, learn the craft, do your research, be nice, play a lot and have fun.

Watch the campaign below.