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Creativity 50 2013: Justin Cooke

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Justin Cooke made his way into the fashion business via the “Gucci Army,” which is how he described his first job in the industry as a salesman at one of the label’s London shops. From there, he quickly climbed the marketing ranks, working for brands like Stella McCartney and then Burberry, where, alongside Christopher Bailey and Angela Ahrendts, he helped launch the brand’s ambitious digital initiatives, from the Art of the Trench to its “Retail Theater” experience. 

Now he’s running his own show as chief marketing officer of TopShop, the fast- fashion retailer poised for global growth. Within his first days of joining last fall, he launched a digital customizable-catwalk promoting the retailer’s fall line, followed in the spring by the multiplatform extravaganza“Future of the Fashion Show.” His latest production? A partnership with Apple on the upcoming iTunes Festival. 

Given his various digital projects, Mr. Cooke said his partners of choice are tech companies, not ad agencies. “I’m not against agencies in any way, I just get more inspired by technology and all the incredible art, music and literature all around us,” he said. “I love what I do, so I don’t need anyone else to stimulate my ideas. Technology is the most powerful enabler of any cool idea.”


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