Biography

Simon Hughes is a Creative Director and User Experience Lead with over fifteen years experience leading digital transformations for some of the world’s most recognised fashion, lifestyle, and luxury brands. As the founder of DBCO, he has delivered high-impact brand-led eCommerce and digital experiences for brands like Stella McCartney, Baume et Mercier, Lyma, Rat & Boa, Balmain, Sabyasachi, and J&M Davidson. His work has helped brands scale internationally, increase conversion, and strengthen customer engagement while maintaining a distinctive creative vision.

Before launching DBCO, Simon honed his craft at Spring Studios, Monocle (Magazine), and Winkreative, working across editorial, branding, and digital design. This background has given him a deep understanding of storytelling, consumer behaviour, and the nuances of brand experience in the digital space. His expertise has led him to collaborate with leading global groups, including Richemont, LVMH, Farfetch, and Kering, supporting brands from Los Angeles to Tokyo in refining and elevating their digital presence. Brands engage with Simon either via his agency, DBCO, or on an independent consultancy basis, depending on the scope and nature of the project.

Beyond his work in digital design and eCommerce, Simon is expanding his focus to building and launching DTC brands from the ground up. Combining creative expertise with a deep understanding of brand positioning, marketing, and business strategy, he is involved in every stage of the process, from investment and product development to go-to-market execution. His experience enables him to shape brands not just visually, but commercially, ensuring they are both creatively compelling and strategically positioned for growth.