Who What Wear
Summer House 2025

Summer House marked the fourth edition of the Who What Wear UK influencer and editor event series, which first launched in 2023 as the brand’s first ever IRL Influencer and Editorial event. Designed as a carefully curated escape, the event brings together top tier influencers, editors, and leading fashion and beauty brands for a weekend centered around connection, creativity, and content creation.

Set within the beautiful Coombe End estate, the house transformed into a vibrant hub of activity throughout the weekend. Guests experienced generous gifting, thoughtfully designed brand activations, and a full spa takeover. From alfresco dining and outdoor content opportunities to informal conversations in the sunshine, every moment was designed to feel both effortless and elevated while allowing brands to connect authentically with talent and editors.

The weekend built towards one of Summer House’s most anticipated highlights which was the pool party. With music, sunshine and an electric atmosphere, it served as the perfect finale to a weekend that captured the spirit of summer while showcasing the power of bringing together the right mix of talent, editors and brand partners.

For these UK house events, I oversee the end to end creative production and commercial delivery of the event. My role sat in the middle of production, sales, editorial, sponsors and talent, ensuring the event delivers both creatively and commercially for all stakeholders.

I manage the overall event budget and work closely with the sales team to shape and sell sponsorship opportunities, ensuring they have the materials, information and creative direction required to successfully bring partners on board. Once sponsors are secured, I collaborate closely with the project manager and creative production team to ensure each partner’s activation was delivered to brief, visually compelling, and aligned with Who What Wear’s editorial standards.

A key part of my role involved acting as the central point of coordination between teams. I work closely with the styling and creative production teams to bring brand moments to life within the space, while also ensuring the event maintains the credibility and editorial quality expected of the Who What Wear brand. This includes briefing editorial teams in advance and ensuring they were fully prepared to capture content and coverage throughout the weekend.

I also lead the booking, negotiation and management of influencer talent for the event. This involves contracting creators, briefing them on deliverables and creative expectations, keeping them updated with event logistics, and acting as their primary point of contact on site to ensure everything ran smoothly.

Ultimately, my role was to act as the linchpin across sales, editorial, production, talent and brand partners ensuring that every element of the event comes together seamlessly and that all post event deliverables are executed to brief and delivered on time.