ABOUT
David Lerouw (Lascurain)
Creative Director · Fashion Director · Visual StorytellerBased in Thailand.
Working globally. I’ve spent over two decades inside the engine room of creativity — from high-end editorial and luxury campaigns to large-scale e-commerce, performance apparel, interiors, homeware, kidswear, and brand worlds that live both online and off.
What’s remained constant isn’t the category — it’s the curiosity.
My career began hands-on and unapologetically practical: assisting stylists, steaming garments backstage, learning the rhythm of shoots and the importance of detail. Those early years taught me something vital — great creativity isn’t accidental. It’s built, tested, refined, and respected.
From there, I moved into shaping visual systems at scale. I became a key force in Woolworths’ early e-commerce styling evolution at Isobar, later joining head office to lead everything from high-volume commercial shoots to elevated fashion, food, and interior storytelling. It was here that I learned how to balance beauty with speed, and creativity with structure — a balance that still defines my work today. Fashion, however, has always been my anchor.
I returned to the editorial world with sharper intent, holding the role of Fashion Director at Condé Nast South Africa and working across some of the region’s most influential titles. That chapter expanded into Europe and Southeast Asia, where my work grew increasingly global — both in scope and mindset.
Today, I serve as Global Creative Director for a Singapore-born fashion brand with international reach. I lead 360° brand storytelling across campaigns, e-commerce, retail, content, and creative operations — partnering closely with marketing, commercial, and leadership teams to ensure ideas don’t just look good, but work.
My role lives at the intersection of vision and execution, intuition and infrastructure.
What excites me most right now is evolution.We’re in a rare creative season — one where technology, culture, and storytelling are colliding in ways that fundamentally reshape how we create. I’m actively exploring and integrating AI into the creative process — not as a shortcut, but as a collaborator.
Used thoughtfully, it unlocks new efficiencies, new visual possibilities, and new ways for teams to focus on what truly matters: ideas, emotion, and impact. I don’t believe creativity and commerce are opposites.
Creativity without commercial intelligence is indulgence. Commerce without creativity is invisible.
The real magic lives in the middle — and that’s where I’ve built my career.
My leadership style is hands-on, human, and collaborative. I believe creativity is a shared language, not a solo performance. I value clarity over chaos, concept over noise, and progress over perfection.
Humour matters. Kindness matters. Process matters. And so does knowing when to break the rules.After 20+ years, I don’t feel like I’ve arrived — I feel like I’ve opened a new chapter. One where experience meets experimentation, and confidence makes space for curiosity
The industry will keep evolving. So will I. And that’s exactly how it should be.
“Once you grow and learn as a freelancing creative, you realise what truly matters. Your strengths and weaknesses become your compass — and mastery becomes a choice you make every day.”— David Lerouw (Lascurain)
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