Sofa Club has appointed Faye Leadbeater as brand and creative director, strengthening its leadership team as the brand enters its next phase of growth.
With over 15 years’ experience building and shaping culture-led brands across fashion, retail and lifestyle, Faye brings a "strategic and emotionally intelligent approach to brand leadership", says the retailer, "blending creative direction, cultural insight, and commercial clarity".
Faye has been working with Sofa Club since 2021 as consulting creative director, playing a pivotal role in shaping the brand’s vision, creative direction and cultural positioning. Her appointment formalises a long-standing partnership and reflects the impact of her leadership in defining Sofa Club’s distinctive voice and creative ambition.
Her career spans senior consultancy roles with Warehouse Fashions, Karen Millen and CRAFTD, alongside long-term freelance leadership delivering cohesive brand identities, campaigns, and scalable content systems.
In her role at Sofa Club, Faye will lead brand, creative and content strategy, with a focus on building a "distinctive, human brand that connects deeply with customers". Her remit includes refining the visual identity, strengthening brand storytelling and ensuring creative output remains both culturally relevant and commercially effective.
"Faye is known for her big-picture thinking and instinctive understanding of culture, translating insight into clear, actionable creative strategy," says Sofa Club. "She brings a high level of idea generation, strong narrative thinking and a sharp eye for emotional connection, skills that support Sofa Club’s ambition to stand out in a competitive category through originality rather than sameness.
"A key part of Faye’s leadership approach is her openness about being neurodivergent and having ADHD, which directly informs how she works and leads. She credits this with her ability to spot patterns early, think laterally and respond quickly to cultural shifts, all critical strengths in modern brand leadership."
She says: “Creative brands are built through difference, not conformity. The way I think allows me to see connections others might miss, and that’s exactly what strong brand direction requires.”
