Over four years, as Editorial Project Director on ELLE, I curated the casting and programme for the ELLE Style Awards, an event to recognise great achievements in fashion and entertainment.

Each event needed around 10 award winners and 10 presenters of note, plus additional VIP attendees. The KPIs were: authenticity, fashion relevance, PR appeal and conversation starters.

ELLE was famous for both fashion and flair. So alongside a host of accomplished, stylish men and women who were impressive but also predictable, I ensured that every single event included someone unexpected, surprising, and unpredictable. A person the media would celebrate, but also that the other VIP guests would be excited to be in a room with.

VIPs I secured for four events included: Taylor Swift, Pharrell Williams, Emma Watson, Bradley Cooper, Katy Perry, Naomi Campbell, Jessica Chastain, Rebel Wilson, Bryan Cranston, Alicia Vikander, Kate Hudson, Jennifer Saunders, Cara Delevingne, Kylie Minogue, Rosamund Pike, Naomie Harris, Christina Ricci, Sophie Turner, Kit Harington, Gwendoline Christie, Felicity Jones, Lewis Hamilton, Kristen McMenamy, Zawe Ashton, Tom Hiddleston, Andrea Riseborough, Sam Claflin, Suki Waterhouse, Calvin Harris, Diane Kruger, MIA, David Gandy, Barbra Palvin, Chloe Grace Moretz, Alexa Chung, Lindsay Lohan, Eddie Redmayne, Cuba Gooding Junior, Nick Jonas and more

The events garnered global PR and social media conversation.