ABOUT
David Lerouw (Lascurain)
Creative Director | Fashion Director | Visual Storyteller
Based in Thailand, creating globally.
With over 20 years in the ever-evolving world of fashion and creativity, David Lerouw (Lascurain) has built a career that threads style, substance, and storytelling into every frame. From steaming garments backstage to directing global campaigns, his journey has been anything but ordinary—and that’s exactly how he likes it.
He cut his teeth assisting top stylists in South Africa, where he learned early on that excellence is all in the details (and that a steamer is a stylist’s best friend). From there, he didn’t just climb the ladder—he reimagined it. David became the driving force behind Woolworths' foray into e-commerce styling at Isobar and was later headhunted into WW HQ, where he led a wide spectrum of shoots—from food to fashion, high-end interiors to high-volume e-comm.
But the heart wants what it wants—and David’s heart beats to the rhythm of fashion. So he returned to his roots, stepping back into the world of freelance with a sharpened vision, a honed creative eye, and a growing portfolio of global campaigns and editorial work. He held the title of Fashion Director at Condé Nast South Africa, working across some of the continent's most revered publications, and has since expanded his influence from Europe to Southeast Asia.
Today, David leads as the Global Creative Director for a Singapore-born fashion brand with international presence. He oversees 360° brand storytelling, campaign direction, visual identity, and creative operations—always with one foot in bold creative and the other in grounded strategy.
What sets him apart? A sense of humour, a sense of humility, and a deep understanding that creativity isn’t a solo act—it’s a shared language. David believes in collaboration over ego, concept over chaos, and always having a good laugh along the way.
Even after two decades, he still feels like he’s just getting started. Because when the sky has no limit, you never stop looking up.
“Once you grow and learn as a freelancing creative, you realize extremely soon what the important values of life are. Your strengths and weaknesses drive you to be master of your art—and the compass of your destiny.”
— David Lerouw (Lascurain)
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