Renowned Fashion Creative Director Alan Aboud Joins Grey London

Grey London has hired Alan Aboud, one of the best known creative directors in fashion and beauty, to run its Fragrances brands: Hugo Boss, Lacoste, James Bond, Bruno Banani and Mexx. He joins the fragrances team — led by managing partner Sam Southey — and adds the highest fashion and beauty credentials to the agency’s scale and ability to create growth for brands by impacting culture. 

Nils Leonard, Chairman and Chief Creative Officer, Grey London, says: “Alan has created icons that matter in the world. A natural collaborator and a great cultural fit, with Alan on board Grey London is a true destination for any ambitious luxury or fashion brand looking to make a mark in culture.”

As co-founder of creative studio ABOUD+ABOUD, the Dubliner had an uninterrupted relationship with designer Paul Smith for over 25 years, which gave him a control over the look and feel of the brand that is unique in the fashion world. Famously, he was responsible for both the Paul Smith visual stripe identity, spanning marketing and products, and outstanding campaigns like last year’s ‘A Suit to Travel In’. This idea brought to life the suit’s ability to stay pristine and sharp, through print, events and an intense black and white film featuring suited professional gymnasts in perpetual motion. 

Sam Southey, Grey London managing partner, adds: “Our most important business warrants the greatest talent and Alan is just that. His beauty and fashion expertise will boost our existing capability in that area. He is a craftsman and his ability to create outstanding visual imagery is second to none. It’s testament to the people and vision at Grey London that he is joining us.”

“I have been lucky enough to have learnt from some of the world’s best creatives, notably Paul Smith and John Hegarty. I have had memorable experiences working with some of the greats of photography such as Bailey and Testino. I have been seeking a new chapter in my creative education, and the chance to work with Grey London, especially with Nils at the helm, is a wonderful opportunity for me”, Alan concluded.

During his career, Alan has built up a rich body of work, which alongside art direction and graphic design, comprises photography and advertising, product design and packaging, commercials direction and motion graphics. In addition to Paul Smith, he has worked extensively with other strong, creatively innovative brands including ZARA, H&M, Thomas Pink, GAP Kids, LVMH and Levi’s, for whom he launched award-winning campaigns for ‘Twisted’ Jeans with BBH. More recently, he rebranded Neal’s Yard Remedies and created major collaborations with The Rug Company and Inter Parfums in Paris.

Like many at Grey London, Alan will continue to run his own personal projects for clients in different categories through his studio ABOUD + ABOUD. This includes work with the film industry, most notably in collaboration with Gary Oldman. Creative consultant on his latest directing project, a film about the life of the father of motion picture, British photographer Eadweard Muybridge, the work mixes graphic design, typography and historical research.