Sophie Maxwell

Futures Director Pearlfisher

Sophie leads the highly creative Pearlfisher Futures team who anticipate what macro-cultural and category change will mean for brands and create pathways for their future growth. With a Central St Martins and fashion industry background, over the past sixteen years she has helped shape the futures of some of the world’s most exciting challenger & iconic brands and has taken to the stage at TEDx, the V&A, Food Matters and Cosmoprof amongst other leading platforms to share her perspective on how brands can harness the power of change.

As the definitive creative partnership, Pearlfisher build the most desirable and effective brands - Challengers & Icons. Through their Futures, Strategy and Design studios, Pearlfisher work together with their clients to create and progress the brands of the future. Pearlfisher Futures harnesses the power of change to ignite bold ideas. Sophie and her team anticipate what macro-cultural change will mean for brands and build custom made programs that create a pathway to their future.