Trailblazers and leaders: Davina Wedderburn
Photo credit Phill Taylor @philltaylormade
Davina Wedderburn | Head of Communications | British Fashion Council
How did you get into marketing/comms?
Throughout university, I was always working, juggling part time jobs and internships to get as much experience as I could. One of my first big breaks came while I was working at TOPSHOP Oxford Circus; I landed an internship in what was then the PR and Marketing division across all Arcadia Group brands, which I absolutely loved. From there, I went on to intern on and off at M&C Saatchi in their fashion and beauty division, which really cemented my interest in communications.
When I graduated, I remember stepping off the bus outside TOPSHOP one morning and thinking, I just can’t do this anymore. I literally got back on the bus, called in sick and spent the day applying for jobs. A few days later, after an interview, I was offered an internship at Modus (now ModusBPCM). I asked for a “career break” from TOPSHOP, started at Modus and honestly, the rest was history. Two weeks in, they offered me a full-time role and that’s where my career in communications truly began.
What is something that you do every day without fail?
In life, it’s the simple things like speaking to my husband and my boys every morning. Saying good morning, asking if they slept well, how they’re feeling, and always a goodbye with “I love you, have a good day.” It’s such a small ritual but it sets the tone for everything.
At work, I start by checking my calendar and writing my to-do list. I’m quite traditional in that sense, there’s something grounding about putting pen to paper. It helps me focus and gives a sense of clarity before the day takes off.
What is the best piece of advice that you’ve received? And who gave it to you?
Wow, that’s a big question! I’ve been really lucky to receive great advice at different points in my life and career, words that have stuck with me and that I try to pass on to others.
One that I’ve truly carried with me is “know your worth.” It sounds simple, but it’s something so many of us forget or maybe not forget but doubt at different stages in our journey.
Years ago, I went for a job interview, and one of the people interviewing me, Laura Macey, said something I’ll never forget. As we wrapped up, she said, “Whatever happens with this job, just know how bloody great you are at what you do, how well liked, and respected you are in the industry and how lucky your current company is to have you. Know your worth, push for a promotion because you deserve it, ask for more money etc.
I don’t think she realised how much those words stayed with me. I probably never even told her - until now. But it completely reframed how I saw myself and the value I bring. It reminded me not to just sit back and accept what’s presented to you but push for that promotion, ask for the pay rise, put yourself forward. No one will advocate for you better than you can.
What is a tool/hack that you would recommend to anyone starting out in PR/Comms/Marketing?
The best tool you can have isn’t an app or a platform, it’s curiosity. Listen just as much, if not more than you speak in the beginning and build real relationships with journalists, colleagues and collaborators. You’ll learn more from one good conversation than from a hundred email chains.
And learn to prioritise. There will always be too much to do in PR, so the ability to focus on what truly moves the needle is essential. When you combine curiosity with focus, you’ll not only work smarter, but you’ll see opportunities others miss.
What’s your greatest achievement to date?
In work, gosh, that’s a big question! Honestly, no single moment stands out, but there are definitely some career highlights I’m proud of such as launching the #MyCalvins campaign in the UK, which became a genuine cultural phenomenon and introducing ARKET to the UK and European markets.
But if I’m really honest, my greatest achievement is the authentic relationships I’ve built and maintained throughout my career. They’re not based on who my clients are or what brand I represent, they’re built on mutual respect, trust and genuine connection. People show up for me and I never take that for granted.
Is there a particular comms campaign that you’ve seen in your career that you didn’t work on but wish you had?
During my agency years, I was really fortunate to work on some incredible campaigns and I’ve seen just as many that I would have loved to have been part of.
I love the Jacquemus marketing campaigns, they’re consistently innovative and impactful. The brand’s early, playful use of AI shows how creativity and technology can work hand in hand to redefine what a fashion moment looks like.
Nike’s recent female-focused “So Win” campaign was another standout. The content, script, talent and timing - launching during the Super Bowl were spot on. It was bold, beautifully executed and perfectly aligned with the brand’s values.
I also really admire Stone Island’s “Community as a Form of Research” project - simple yet incredibly powerful. It celebrates fashion at the intersection of culture, featuring people from across creative industries and reminding us that authenticity always resonates.
And finally, Louise Trotter’s debut “Craft is Our Language” campaign for Bottega Veneta - a perfect introduction to her vision. It was thoughtful, human and impeccably crafted, celebrating not just those who wear the clothes but those who make them.
In three words, describe your approach to your role/work?
Just three….thats mean! Ok, so I would say, strategic, inclusive and nurturing.
What’s a question every PR/marketing pro should ask themselves?
I think it depends a little on whether you’re in PR or marketing and of course, on the industry but, across all communications roles today, I’d always ask myself: “Why does this matter?”
If you can’t answer that clearly for the audience, the brand, or the bigger picture then it’s probably not the right story to tell. Purpose and impact should always come before noise. And if you get those right, the noise will follow naturally.
