Sotos Georgalli, Brand & Creative Director for Mossbros
Mossbros undeniably have a passion for style, you can find formal suits along with designer menswear to kit you out for any special occasion. We spoke to Sotos Georgalli, the Brand & Creative Director to find out what it takes to play such an important role in such a big brand.
Describe a normal day to us
There is no such thing! Some days my job is about strategy, development and planning. This is about revolutionising the business and driving the brand forward over the next 5 years. Other days I could be on location art directing a photo shoot, or in the office supporting my team and external agencies, making sure our business objectives are being met.
What’s the best thing about your job?
Being part of the growth of a brand – it’s exciting to part of the change and seeing an impact when you push boundaries. My team is also a big part of my job – helping them develop and grow is rewarding and we all support each other in our work.
Are there any downsides?
If there was, I don’t think I’d be here 7 years later!
What are the main qualifications you need to become a Brand & Creative Director?
Experience and self-motivation are probably more important than qualifications, though a degree in a creative field will help you get that first job. You’ll need a head for both visual design and marketing, as the role generally oversees both. Ideally, a mix of in-house and agency experience will set you up for success, working on all kinds of projects and being exposed to new ways of thinking. Working your way up through the ranks will also allow you to empathise with your staff when you reach a managerial level and be able to foresee any issues they might have.
What advice would you give to someone who wanted to become a Brand Director of a fashion brand?
It can be a really exciting role - you get to go to parties and events, work on exciting projects and photo shoots and meet really talented people. But while there is a glamorous side, it’s a small part of the job so you need to be aware that it’s also really demanding, with lots of responsibility and challenges. You really need to have a passion for the industry you’re in if you’re going to succeed.
With graduation coming up, what is your best fashion advice for students?
Remember your graduation photos are probably going to have a treasured place on your family’s wall for a really, really long time so it’s usually best not to go for anything too outrageous or trend-led. Sharp tailoring is eternally stylish for a reason – nothing will make you look and feel better. But feel free to throw a patterned jacket or a standout accessory into the mix. You still need to feel like you!
Did you go to university, and if so what did you study?
Yes, I went to Kingston and studied Graphic Design. Prior to that I went to Chelsea and did a foundation course, which was amazing!
Did you always want to be a Brand & Creative Director when you finished University?
I started as a graphic designer and gradually worked my way up. It was a career path that I set on, so I guess I always did!