Anna Lundbäck Dyhr and Frederik Dyhr are Creative Directors working across product, brand and creative transformation.
Together, we bring experience from some of the world’s most influential luxury and global fashion businesses, including Bottega Veneta, Lanvin, Burberry, Tommy Hilfiger, Uniqlo U and Joseph.
Our backgrounds span luxury, premium and global-scale fashion, giving us a perspective that combines creative vision with strategic and commercial understanding. Most recently, as Co-Creative Directors of Joseph, our work extended beyond the collections to shape the wider expression of the brand—from product and image to identity, packaging, retail and experience.
What We Do
We believe the strongest fashion businesses are built when creativity, strategy and commerciality work together.
We partner with brands and leadership teams to define what comes next—whether evolving an established brand, sharpening its product proposition, creating a new creative direction or building greater coherence across the entire business.
Our approach moves from product to brand:
Product. Image. Identity. Experience.
Rather than treating these as separate disciplines, we see them as one interconnected creative system. The objective is to create brands that are distinctive, relevant and desirable, while grounded in a clear understanding of the customer and the business.
Our Values
Creativity with purpose.
We believe creativity should move a business forward, not simply create an image.
Product at the centre.
For us, a strong fashion brand begins with a compelling product proposition. Everything else should amplify it.
Clarity and coherence.
From a garment to a campaign, a store or a piece of packaging, every expression of the brand should reinforce the same idea.
Desirability and commercial relevance.
Creative integrity and commercial success are not opposing forces. The strongest creative direction creates desire—and desire creates value.
Quality over noise.
We believe in ideas with longevity, considered execution and brands with a distinct point of view.
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