: Creative Director – Fashion & Branding

Company: Tones Fashion

Location:Hyderabad, Telangana

Employment Type: Full-Time | On-Site

Department: Brand & Creative

About Tones Fashion

Tones Fashion is a contemporary menswear brand focused on creating distinctive, accessible fashion that reflects individuality and confidence. With our philosophy of “Wear Confidence,” we aim to build a recognizable fashion identity through thoughtful product design, compelling storytelling, and consistent brand experiences.

We are seeking a Creative Director who will take ownership of the brand's overall creative vision, product aesthetics, visual identity, and creative execution.

This is a leadership position requiring a strong understanding of fashion, an exceptional creative perspective, independent decision-making abilities, and the capability to manage multiple creative functions.

Key Roles & Responsibilities

1. Brand Identity & Creative Direction

- Develop, maintain, and continuously refine the overall visual identity and creative positioning of Tones Fashion.
- Establish consistent creative guidelines across collections, campaigns, social media, website visuals, packaging, and other brand touchpoints.
- Define brand aesthetics, visual language, colour palettes, typography, styling, and overall presentation standards.
- Ensure that every creative output reflects the brand's identity, target audience, and long-term positioning.
- Monitor emerging fashion trends, cultural influences, and consumer preferences to identify relevant creative opportunities.

2. Fashion Design & Collection Direction

- Work closely with the Fashion Designer to conceptualize and develop seasonal collections, product drops, and new design directions.
- Create and approve collection moodboards, creative references, colour stories, silhouettes, fabric directions, and design concepts.
- Provide constructive creative feedback throughout the product development process.
- Review and approve product aesthetics, garment colours, design details, prints, embroidery, and overall collection consistency.
- Ensure that individual products contribute to a cohesive brand identity while maintaining commercial relevance.
- Participate in collection reviews, sample evaluations, and final design approval discussions.

3. Merchandising & Product Development Collaboration

- Collaborate with the Merchandiser to ensure that approved designs and creative concepts are accurately translated into finished products.
- Review product samples for visual accuracy, finishing, colour consistency, and alignment with the original design intent.
- Coordinate with the Fashion Designer and Merchandiser to resolve design-related challenges during sampling and development.
- Balance creative ambition with production feasibility, customer preferences, and commercial objectives.
- Ensure that creative approvals are completed within established product development timelines.

Vendor negotiations, procurement, production scheduling, inventory management, and operational execution remain under the Merchandising and Operations functions.

4. Marketing Campaigns & Art Direction

- Lead the creative conceptualization and visual direction of product launches, seasonal campaigns, promotional activities, and brand initiatives.
- Develop campaign moodboards, visual references, creative briefs, styling guidelines, and storytelling concepts.
- Direct the creative aspects of photoshoots, including styling, compositions,



model presentation, locations, and visual consistency.
- Supervise the quality of campaign photography, video content, graphics, and other marketing assets.
- Work closely with the Digital Marketing Strategist to develop creative assets aligned with campaign objectives and customer acquisition strategies.
- Review and approve final creative deliverables before publication.

5. Social Media Creative Direction

- Establish and maintain the overall creative direction of Tones Fashion across Instagram, Facebook, YouTube, and other relevant platforms.
- Guide the Social Media Management Intern on content themes, brand storytelling, visual consistency, and campaign communication.
- Oversee the aesthetics of social media feeds, reels, carousels, stories, and promotional content.
- Identify culturally relevant content formats, creative opportunities, and storytelling approaches suited to the brand.
- Review content calendars and approve creative concepts, visual assets, and campaign-related messaging.
- Coordinate with the Digital Marketing Strategist to maintain consistency between organic content and paid marketing campaigns.

Daily posting, scheduling, community management, and routine social media operations will be handled by the Social Media Management Intern.

6. Creative Team Leadership & Quality Control

- Manage and guide the Fashion Designer, Social Media Management Intern, Video Editor, and other assigned creative resources.
- Assign creative briefs, establish deliverable expectations, and monitor timelines.
- Provide clear feedback to designers and editors to maintain consistent quality standards.
- Review video edits, graphics, product photography, and other visual assets to ensure alignment with brand aesthetics.
- Establish an organized creative approval process and maintain accountability across the team.
- Encourage creative experimentation while ensuring consistency in the brand's overall identity.
- Build a cooperative working environment across creative, merchandising, marketing, and operations teams.

7. Creative Planning & Strategic Execution

- Develop monthly and quarterly creative plans aligned with upcoming collections, product launches, campaigns, and business priorities.
- Present new collection concepts, brand initiatives, campaign ideas, and creative recommendations to the Founder.
- Maintain organized creative references, brand guidelines, campaign documentation, and collection moodboards.
- Collaborate with cross-functional teams to ensure timely delivery of approved creative work.
- Evaluate completed campaigns and product launches to identify opportunities for improving creative effectiveness.
- Take independent creative decisions within established brand guidelines, approved budgets, and business priorities.

Decision-Making Authority The Creative Director will have ownership of the brand's creative direction and the authority to:

- Approve or reject creative concepts, collection aesthetics, and design directions.
- Finalize product colour palettes, styling guidelines, and visual presentation standards.




- Direct and approve campaign visuals, photography, graphics, and video edits.
- Provide creative approvals during product sampling and development.
- Establish quality standards and review processes for the creative team.
- Recommend changes to product concepts, campaigns, and visual identity based on creative and commercial considerations.

Major financial commitments, production quantities, pricing decisions, and significant changes to business strategy will require approval from the Founder or designated business leadership.

Required Qualifications & Experience

- Minimum 2 years of relevant professional experience in creative direction, fashion branding, art direction, or a closely related field.
- Strong understanding of contemporary menswear, garment aesthetics, styling, silhouettes, fabrics, and colour coordination.
- Proven ability to develop and communicate cohesive creative concepts.
- Experience working with fashion designers, content creators, photographers, editors, or cross-functional creative teams.
- Strong knowledge of fashion campaigns, digital content, social media aesthetics, and consumer-facing brand communication.
- Excellent visual judgment, attention to detail, and the ability to provide actionable creative feedback.
- Strong leadership, communication, project management, and independent decision-making skills.
- Ability to balance creative quality with commercial objectives and execution timelines.
- A portfolio demonstrating relevant fashion projects, brand campaigns, creative direction, or product-related work is required.

Preferred: Experience with contemporary Indian menswear, D2C fashion brands, fashion photography, product development, or collection launches.

Key Performance Indicators (KPIs)

Performance will be evaluated based on:

- Brand Consistency: Maintaining a cohesive and recognizable identity across products, campaigns, and digital platforms.
- Collection Creative Quality:Delivering compelling, commercially relevant product directions aligned with the brand.
- Creative Execution: Ensuring timely completion and approval of campaign assets, shoots, designs, and content.
- Team Leadership: Effectively managing creative workflows, feedback cycles, and assigned deliverables.
- Cross-Functional Collaboration:Ensuring smooth coordination with merchandising, product development, and digital marketing.
- Creative Innovation: Introducing meaningful ideas that strengthen brand differentiation and customer engagement.

Ideal Candidate

We are looking for someone who is genuinely passionate about fashion and understands how to build a brand beyond individual products.

This role is not limited to graphic design, content creation, or fashion styling. It requires someone who understands how product design, visual merchandising, campaigns, social media, and brand storytelling collectively shape the perception of a fashion brand.

Application Process

Interested candidates should submit

- Updated resume or professional profile.
- Portfolio showcasing relevant creative direction, fashion, branding, or campaign projects.
- Brief introduction outlining relevant experience and approach to fashion brand development.

Send applications to: [email protected]

Email Subject: Application – Creative Director | Tones Fashion

Shortlisted candidates will be contacted for further discussions and portfolio evaluation. A practical creative assessment may be included in the selection process.

📌 Creative Director (Hyderabad)
🏢 Tones Fashion
📍 Hyderabad