Geren Lockhart

Transformation consulting practice partnering with brands, institutions, and leadership teams on systems-level change across brand strategy, innovation infrastructure, and culture. Translating vision into operating reality during moments of scale, transition, and structural reset. A practice grounded in legacy brand building and transformation work, with AI, regeneration, and circularity as additional pillars of the work.

Working alongside executives at brands, funds, philanthropies, and public-sector partners to translate future-state thinking into operating reality across brand positioning, go-to-market strategy, creative development, brand marketing, and organizational design. Formalized in late 2025 from individual advisory work into a founder-led practice in response to the scale and urgency of transformation now required.

Select clients: J.Crew, West Elm, Twentieth Century Fox, Bonobos, Kjaer Weis.

Defining the future of culture and consumerism. Founded as a community-centered impact fashion and home brand built from the ground up on circular design principles, every product is conceived with an end-of-life plan at first design phase and a full supply chain in Colombia built following a ten-country audit. Evolved in 2025 into a media-first platform spanning food, style, travel, and home — the categories that drive the vast majority of our individual impact — a space for people who want to live in alignment with our evolving future. Editorial that defines a new aspirational lifestyle: transparency about how things are made, recognition for those building the future worth wanting, and a path in for everyone.

Concept and lead business model development, strategy, editorial direction, and marketing across an omnichannel media, event, and partnership ecosystem designed to shift behavior and redirect consumption toward systems that support personal wellbeing and planetary health. Featured in Forbes (2025) among Women Leaders Driving Business Solutions to the Climate Crisis.

canava.co

Built and led group-wide innovation, brand incubation, and marketing function across the $2B J.Crew portfolio, with a mandate to design and operationalize the future inside the core business at the intersection of brand, product, systems, and marketing.

Recruited and built a hybrid cross-functional organization of 30+ from the ground up, spanning brand, creative, product, marketing, and operations. Partnered directly with the C-suite across design, product development, sourcing, marketing, retail, finance, and operations to identify market opportunities and bring new brands to market across fashion, beauty, and home.

Brands developed and brought to market:

• NEVEREVEN — A ground up new brand conceived, designed, and brought to market inside legacy giant J.Crew Group. The future, built inside the present. Women's and men's fashion brand purpose-engineered on impact-centered supply chain principles: 15 curated materials per season versus the J.Crew mainline standard of 150–250, a no-polyester ethos, return and recycle programs, and brand architecture designed to evolve as supply chain innovation matured. Sourced across Asia, Southeast Asia, India, Europe, and the Middle East.
• J.Crew Home — home brand extension centered on fair trade artisan production in India with reach into South Africa and Europe.
• Compono — contemporary home brand (DTC + wholesale).
• Mercantile — rebranded factory and wholesale brand.

Re-architected branded collaborations, third-party brand strategy, and the Brands We Love marketplace platform across J.Crew and Madewell.

Senior advisory and operator work partnering with leadership teams on brand, brand marketing, and systems-level change across fashion, home, beauty, hospitality, wellness, and entertainment. Engagements led by founders, CEOs, and executive teams during moments of growth, transition, or structural reset.

Founded and scaled a profitable contemporary fashion brand with global distribution, generating $90M+ in retail sales across apparel and lifestyle categories. Led the business end-to-end across brand strategy, creative direction, design, product development, sourcing, production, marketing, and distribution. Founded on material discipline and waste reduction as guiding principles. Supply chain spanning China, Korea, the UK, Turkey, Italy, Spain, and Morocco.

Built the brand from zero across product, channel, marketing, and partnership, designing and bringing to market 5–10 collections annually across wholesale, direct, collaborations, and sub-brands. Developed brand positioning at the intersection of fashion, culture, and media, securing representation by CAA and WME and generating sustained press coverage across business and lifestyle media.

Stocked across the full department store and specialty landscape, from Barneys, Bergdorf Goodman, and Harvey Nichols to Bloomingdale's, Saks, Neiman Marcus, Nordstrom, ShopBop, and Target. Brand extensions and collaborations across QVC, Urban Outfitters, Soho House, Tumi, Volvo, and Wharton. Diffusion brands and special projects: HAWKS by Geren Ford, GF by Geren Ford, Currer Bell.

Featured in The New York Times, The Wall Street Journal, British Vogue, American Vogue, Harper's Bazaar, ELLE, Marie Claire, WWD, Forbes, Los Angeles Times, Washington Post, Monocle, and others.

Worked as key creative talent across global TV and print campaigns, developing the narrative role of costume and fashion within brand storytelling at scale. Operated at the intersection of fashion, culture, and advertising during the transition from linear to digital media — where clothing functioned as character, identity, and cultural signal, not just product.

Clients included American Eagle, Apple, Coca-Cola, Nike, Mercedes-Benz, Sony PlayStation, Target, Vanity Fair, and Volkswagen.

Represented directors at Partizan, one of the most influential production companies of its generation, with a roster that included Academy Award-winner Michel Gondry. Front-row view into creative power, deal-making, and how culture is shaped through production, distribution, and narrative control. Operated as the pivot point between creative vision and commercial execution — across talent, production company executives, on-set teams, and brand clients.

Contributed to Cannes-recognized work including the Palme d'Or-winning Nike campaign, alongside major campaigns for Adidas, Apple, Coca-Cola, Levi's, Mercedes-Benz, Nissan, Toyota, Victoria's Secret, and Volkswagen.

Led domestic and international print and broadcast production for global campaigns, including Apple's landmark "Think Different" campaign, Nissan's brand revival, PlayStation's market launch, and Super Bowl work. Award-winning creative recognized by Cannes Lions and The One Show.

Managed large-scale production budgets, timelines, and cross-functional teams while serving as creative partner to agency teams and top-tier directors. Built foundational expertise in large-scale production systems, creative execution under pressure, and the intersection of creative vision and commercial reality that has informed every subsequent role.

Worked within a leading entertainment advertising agency servicing major television networks, film studios, and music labels. Managed client relationships, production budgets, and timelines while serving as creative partner to both clients and internal creative teams across campaigns spanning broadcast, print, and consumer products.

Built foundational expertise in client management, creative strategy, production operations, and the business mechanics of media and entertainment.

Produced photo shoots and print campaigns for the in-house advertising agency of one of the two major technology distributors servicing the tech sector before consumer retail became the primary channel. Partnered with creative teams and managed production across campaigns for major technology brands of the era.

Oversaw special projects including Olympics sponsorships while operating during a pivotal industry transition — from film-based photography and linear print production to early digital photography systems and digital production workflows. Worked with first-generation digital camera backs and early commercial applications of digital imaging technology.

Clients included Apple, Dell, HP, IBM, and Microsoft.