← Home
Strategy & Editorial — Emily Lucas portfolio hero
← Home
Selected
Projects
Strategy & Editorial
Strategy & Editorial

Cultural work across writing and production, bound by an editorial position that centers representation from inside the culture itself. Authored features for Trippin and MR PORTER. Production rooted in subcultures — Black British literary culture, Saudi Arabian poetry, London's queer community, London's roller skating scene — each strategized and produced from within.

MR PORTER
Championing Subcultures
MR PORTER
Championing Subcultures
2023–2025
The Task

Over three years at MR PORTER, led three campaigns each rooted in a specific cultural community: London's roller skating scene (Feels on Wheels: Why Roller-Skating Is Like Therapy), part of MR PORTER's Tee Store initiative where proceeds went to men's mental health; the next generation of Black British writers (Meet the Next Generation of Black British Writers Telling Stories with Style); and the queer community for the brand's Pride social takeover, shot by Charlotte Hadden. The initiative across all three was to deliver editorial content that came from inside the culture.

The Outcome

Cast and crew were built from within each community on every project: the people who shape the culture were the same people who shaped the work. Led the organic casting on both the roller skating feature (sourced from the London skate scene itself) and the Pride social takeover, which tapped into the LGBTQAI community Queer Direct. The Black British writers portfolio surfaced a new generation of literary voices for Black History Month UK. Together, the three campaigns established a programmatic approach to cultural production at MR PORTER, where community sourcing was the strategy, not a credit at the end.

Click video to view project
Strategy & EditorialCastingEditorial DirectionProduction