Based in Madrid, Daniel works internationally in fashion, with a focus on image and brand positioning.
Over the past decade, he has collaborated with international fashion brands, agencies and editorial titles, shaping campaigns, visual identities and brand narratives across print, digital and moving image.
Before establishing his independent practice, Daniel built his career at leading creative agencies and global fashion brands, including Wednesday Agency, Spring Studios, Mango and Gucci. Working in London, New York, Paris and Milan has shaped an international perspective that continues to inform his approach today.
Today, Daniel collaborates with brands including Loewe, Ralph Lauren, Mango and Desigual, while continuing to work with agencies, independent labels and emerging brands.
Loewe
Gucci
Ralph Lauren
British Vogue
Ganni
Spring Studios
Mango
Desigual
Hoff
Homecourt
King & Partners
Studio Fernando Gutierrez
Vanidad Magazine
Replica Comunicación
Mario Sorrenti
Koto Bolofo
Coco Capitán
Emily Lipson
Matt Jones
Davit Giorgadze
Nacho Alegre
Chris Rhodes
Thue Nørgaard
Sarah Van Rij
Sean Thomas
Albert Moya
Alexandra Nataf
Josefina Andrés
Nick Dorey
Barbara Anastacio
Raphael Hache
Álvaro Tomé
Paolo Zambaldi
Jorge Perez Ortiz
Yago Castromi
Emmanuel S Monsalve
Stas Komarovski
Nick Riley Bentham
Terence Connors
Michele Foti
Titre Provisoire
Frederik Valentin
Guillermo Solas
99 Toy at Dazzle
Pau López (Manson)
Eddie Wrey
Pablo de Pastors
Alex Bohn
Bill Gentle
Daniel works as an independent creative partner, bringing together an established network of collaborators to build the right team for each project.
Madrid
Available internationally
My work with Loewe focused on art direction and image across the brand’s global communications, spanning fashion shows, product imagery, e-commerce and digital experiences. Working closely with the Image, Marketing and E-commerce teams, I developed and oversaw visual content and systems across multiple formats, translating the brand’s creative direction into a consistent visual language across channels.
01—REIMAGINING THE FASHION SHOW
Collection Content + Art Direction
As physical fashion shows gave way to new presentation formats, Loewe began exploring different ways of bringing each collection and its creative world to its audience. Working with the Image team, I art directed the content surrounding these presentations, from collection walkthroughs and interviews with Jonathan Anderson to lookbooks, films and still-life imagery.
Each presentation became a wider content ecosystem, translating the collection and the concepts developed around it into imagery and film for digital, social, PR and marketing channels.
02—E-COMMERCE IMAGE SYSTEM
Photography Guidelines + Art Direction
I developed the photography direction and guidelines for Loewe’s global e-commerce, establishing a consistent visual system for presenting the collections online. The framework defined crops, angles, poses, number of views and other photographic principles, while also shaping the team, image selection and workflow behind the production of e-commerce imagery.
03—PRODUCT AS IMAGE
Still Life + Product Content + Film
Beyond e-commerce, I worked on product imagery for Loewe’s wider marketing and communication needs, translating the character of each product into more expressive visual content. The work ranged from still life and product reveals to behind-the-scenes photography and film, balancing the clarity of product communication with the more distinctive image language of the brand.
04—DIGITAL BRAND EXPERIENCE
Website + Digital Art Direction
I worked closely on the art direction of Loewe’s new website, designed by AKQA Paris, collaborating across Marketing & Communications and Global E-commerce to ensure the digital experience remained aligned with the brand’s visual direction. My role included reviewing designs, coordinating feedback across teams and developing new components and functionalities as further needs emerged after the initial website launch.
