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About Me

David Lerouw (Lascurain)

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Creative Director · Fashion Director · Brand & Visual Storyteller
Based in Bangkok, Thailand. Working globally.

 

For nearly two decades, I’ve built brands, led creative teams, and shaped visual stories across fashion, luxury, editorial, retail, and e-commerce. My experience spans everything from magazine covers and global campaigns to high-volume commercial production, content ecosystems, and omnichannel brand experiences.

 

The industries have changed. The platforms have evolved. The constant has been an enduring curiosity about people, culture, and the power of compelling ideas.

 

My career began at ground level, learning the craft from the inside out. From assisting stylists and working backstage on shoots to directing large-scale productions and leading multidisciplinary teams, I developed a deep respect for both the creative process and the operational rigour that brings exceptional work to life.

 

That foundation shaped the leader I am today: someone who believes great creativity is never accidental. It’s intentional, collaborative, and built on trust, discipline, and relentless refinement.

 

Throughout my career, I’ve had the privilege of working across editorial, advertising, and commercial environments, including senior leadership roles with Condé Nast South Africa and, more recently, as Global Creative Director for one of Southeast Asia’s leading fashion brands. My work has taken me across Africa, Europe, and Asia, giving me a global perspective while remaining deeply attuned to local audiences and cultural nuance.

 

Today, I lead integrated creative across brand, campaigns, e-commerce, retail, content, and production—connecting strategy with execution to ensure every idea not only inspires but delivers measurable business impact.

I’m particularly energised by the transformation happening within our industry. Artificial intelligence is reshaping creative workflows, and I see it not as a replacement for human ingenuity but as a powerful collaborator. When applied thoughtfully, AI enables teams to move faster, explore further, and spend more time focused on what truly matters: insight, originality, and emotional resonance.

 

I’ve never believed that creativity and commercial thinking exist at opposite ends of the spectrum. The strongest brands succeed because they marry both with equal conviction.

 

My leadership style is practical, empathetic, and highly collaborative. I enjoy building environments where talented people can do their best work, where feedback is candid, ideas are challenged, and excellence is pursued without ego.

I value clarity over complexity, substance over spectacle, and progress over perfection. I believe humour belongs in the workplace, kindness strengthens teams, and the best creative breakthroughs often happen when curiosity outweighs certainty.

As the industry continues to evolve, so do I. Every new challenge is an opportunity to learn, adapt, and create something better than before.

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“Mastery isn’t a destination—it’s a daily decision to stay curious, keep learning, and never stop refining your craft.”
— David Lerouw (Lascurain)