The strongest brands today are defined not just by a clear identity, but by their ability to think unconventionally and cross-disciplinarily. Thus, the creative director’s role is evolving into a more multidimensional discipline, acting as a cultural translator. Naomi Pullan—recently appointed Creative Director for one of Bestseller China’s key portfolio brands—brings a fresh, international sensibility, injecting newness and depth into the brand.
In an industry constantly evolving, Naomi stands out as a creative director who approaches fashion not as an isolated domain but as part of a broader cultural dialogue.
Trained in art, design, and fashion, she doesn’t merely stand at the crossroads of creativity—she builds bridges between fields, turning fashion into a dynamic conversation between worlds.
Naomi’s philosophy is rooted in the belief that creativity cannot exist in isolation. “My approach to creative direction is shaped by my passion for merging different fields —fashion, art, design, architecture, cultural nuances, and the beauty found in nature— creating meaningful dialogues between them,” she explains. “Art museums often feature the most compelling architecture and spaces. Visitors come for the full aesthetic experience, and fashion is an integral part of that ecosystem.”
Her foundation was laid at the Art School in Basel, Switzerland—a city renowned for its creativity and cultural significance, thanks to the globally recognized Art Basel fair.
The experience was formative and continued to shape her throughout her university years. “During my fashion design studies, I kept straying into other departments,” Naomi recalls. “I spent a lot of time in the ceramics and furniture design workshops, creating accessories from wood to complement my fashion collection.”
That same curiosity would define her decade-long career at COS in London—a brand celebrated for its design-led aesthetic and strong ties to the art and design world. Naomi began her career as a designer, contributing to key creative projects, including a capsule collection for a collaboration with the Guggenheim Museum in New York, where she skillfully translated art inspiration into fashion. Her role quickly evolved into a broader creative capacity, shaping seasonal directions, updating brand identities, curating art for store environments, and scouting collaborators for special projects. She was a contributor to several of the brand’s most ambitious creative ventures.
Currently at Bestseller China, she is tasked with elevating and redefining the identity of one of the portfolio brands. Applying her signature cross-disciplinary approach, her focus lies in driving innovation alongside commercial relevance while bridging Eastern and international design languages. The upcoming collections introduce a new vision for the brand.
For Naomi, creative direction isn’t about chasing trends or crafting surface-level aesthetics. It’s about telling stories that resonate, connecting disciplines with purpose, and creating a visual language that’s as intelligent as it’s emotional.
Website: www.omnimotions.com
Image Credits: Naomi Pullan / Omnimotions
Byline: Kaitlyn Gomez
