Deborah LEONG

1.)        What was your very first job? 

My first design job was interning at Options magazine in London. That turned into a full time offer before I left college. That turned into jobs at Cosmopolitan, Company, Elle, Vogue, GQ and Esquire before launching Australian Marie Claire.

2.)        Please describe, in your own words, what your job is and what work it entails. 

I work in beauty and fashion. Currently VP Creative Director of Stila Cosmetics. Prior to that last year created a millennial skin care line called Naturally Serious exclusive at Sephora. My job is heavily executional which I love. Creating all aspects of the brand identity from seasonal campaigns, digital, video, model and product imagery, in store merchandising, events packaging and social content.

3.)        How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 

I grew up with my Mum buying British Vogue, was convinced I wanted to be a fashion designer as was a genius at making dolls clothes!! After a one year foundation art school exploring every aspect of fashion art and design, I decided to study graphic design instead.

After 8 years of working in the art department of the best magazine titles in London, observing top talent fashion and beauty editors and photographers followed by 2 years in Sydney I came to New York. Landing a head creative role at Bloomingdales that taught my everything about retail. This exposed me to working with incredible global brands.

From there I have switched back and forth between beauty and fashion, social selling, mass and prestige, all contributing to a full understanding of the fashion and beauty industry.

4.)        In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 

My mind is a library of content old and new. I have an 18 year old who constantly challenges me to remain current and exposes me to a younger demographic. I get off a plane anywhere and head straight to where the innovation is happening in beauty, fashion, fitness and well ness.

5.)        If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

Launching Naturally Serious, exclusive at Sephora last year. Working with the EVP of Peter Thomas Roth I started creating the brand identity as a consultant in my bedroom with my golden retriever at my feet. It has grown from 5 stores to 35, and over a course of 5 years its expansion in the clean beauty space will be huge. It will always feel like my baby, in part to the fact my son took part in the campaign and created much of the social video content. Launching brands is always so rewarding budgets are tight which forces you to be extra innovative.

6.)        Which creative disciplines do you commission most, and are most interested in seeing more of and why? (ie photo, film, social, experiential, vr, etc)

I work with an in house team of graphic designers, copy writers and videographers, and outside photographic teams. The newest talent needs to be able to be an art director/graphic designer/animator and shoot video and stills for social. In addition creatives that can write copy and truly tell a story I find the most interesting to meet. The industry has changed so much and the top talent is a hybrid of all creative skills.