Ethan Lawrence – Creative Director EMEA at Disney Consumer Products – talks luxury fashion, retro appeal and untapped brands

Ethan, it’s great to catch up!
Always a pleasure catching up with you, Billy. Before we dive in, I have to say I really enjoy reading the interviews on Brands Untapped – they’re always so insightful about the industry.

That’s very kind of you to say! You can come back! 
Ha!

Since we last spoke, you become Creative Director of Disney Consumer Products EMEA. What has the role added your responsibilities? And how has the past year been in the new role?
It’s been an incredible year stepping into the role of Creative Director at Disney Consumer Products EMEA, and it has grEthan Lawrence, Disneyeatly expanded my responsibilities. One of the most rewarding aspects has been leading such a talented team of creatives who produce world-leading style guides across our entire portfolio of characters. Supporting them across different projects and lines of business has been a real highlight, especially as they continue to grow their storytelling skills and deliver on-trend, innovative creative. And while I have personally missed being as hands on with creative as I was previously, I now have an incredible opportunity to champion the best-in-class design work of others which refreshes our ideas and expectation.

With so many exciting initiatives happening at Disney at any given time, I’ve also taken on a stronger focus on streamlining processes and finding efficiencies, helping us stay agile in an ever-evolving market. Leading the creative direction of our luxury collaborations remains a key part of my remit, but now with more of the team involved, we’re able to bring in fresh perspectives that push creative boundaries even further.

The role has also given me the opportunity to broaden my network and collaborate with an inspiring mix of partners and stakeholders across the industry. Another key development has been the chance to contribute to other areas of the business which in turn has allowed me to connect with other peers and to continue to grow within the role.

Let’s delve into a few recent launches. Over the summer, Disney teamed up with Highsnobiety on a Cult Classics collection, featuring apparel and accessories inspired by IP like Romeo + Juliet, Fight Club and Flubber. What made their approach to design an attractive fit for these brands?
Any chance to collaborate with Highsnobiety and I’m there! Our Cult Classics collection was all about celebrating iconic films that have shaped culture and inspired generations. I’d been waiting for the right opportunity to dive into some of the incredible properties within 20th Century Studios, and this was the perfect fit.

“In a world increasingly shaped by automation and AI, the uniquely human spark of creativity is still very much appreciated.”

Highsnobiety wanted to spotlight more niche yet culturally relevant movies, exploring nostalgic aesthetics that resonate with both longtime fans and new audiences. As a huge fan of Fight Club – I can quote most of the script! – and Romeo + Juliet, it was a dream to see these genre-defining films reimagined in a halo apparel collection through Highsnobiety’s lens. Their ability to merge influences and trend-driving ideas always brings a fresh perspective, sparking new ways for us to engage different audiences.

The collection does a great job of sparking nostalgia – for me at least! And it’s funny how you immediately recognise something like the Flubber logo – or the VHS – on those pieces, despite the brand not necessarily being a ‘pillar’ in licensing… How do you assess which assets might resonate with fans?
With the fast churn of social media and the sheer volume of content being created, whether brand new or repurposed from older TV shows and films, there’s always a moment of curiosity when Gen Z stumbles across something from the past…

Take Buffy the Vampire Slayer, which we included in the Cult Classics collection. For many younger fans, the initial draw is the distinctive fashion and hairstyles of that era, which feel fresh and iconic again today. What’s exciting is how naturally a lot of Buffy’s assets align with current trends: the goth aesthetic, the death-metal-inspired font work elements that are hugely popular in fashion right now. It felt like the perfect moment to tap into that crossover.

And what is the ambition for collections like these?
The goal is that these moments of discovery spark a deeper curiosity, giving new generations a chance to connect with classic series and films in their own way, while helping keep them culturally relevant. Recently, there’s been a renewed interest in retro analogue tech and formats, which is one of the reasons we chose to highlight and celebrate the humble VHS tape.

With Disney’s portfolio now so expansive, we’re able to tell an incredible range of stories – from Spidey and His Amazing Friends for younger audiences, to Alien, which recently launched the brilliant new series Alien: Earth on Disney+. Collaborations like this really highlight the versatility of our franchises and the endless possibilities for creative storytelling.

Absolutely. Your team also worked with the fashion brand Coperni on the licensed part of their collection. What was that process like?
Our collaboration with Coperni was a real pinch-me moment, especially with Disneyland Paris serving as the backdrop for their unexpected runway show. The founders and directors of Coperni are long-time Disney fans with a genuine love for our heritage and classic characters, which made for a natural starting point in the creative process. From the beginning, it was a truly collaborative journey. Coperni placed a lot of trust in us, giving space for our input while exploring areas we believed held the most potential.

Disney Princess became a key focus – each character embodies resilience, transformation and the power of becoming who you’re meant to be. These messages continue to resonate deeply today, especially when interpreted by the right partner through a fresh creative lens.

How would you sum up your approach to bringing brands into ‘high-end’ collections?
In luxury fashion, there’s often a tendency to think high-end design must be abstract or completely reimagined, steering away from anything too familiar… But what we’ve learned is that the enduring appeal of our characters comes from their instant recognisability – sparking nostalgia, connection and a sense of joy.

The final collection balanced both: garments inspired by the essence of our stories alongside bold graphic pieces that proudly showcased our characters. It was also a testament to the strength of licensing today – audiences are prouder than ever to wear and share the brands they love. This project was a huge collective effort across different teams at Disney, and being part of such a talented, dedicated team was an incredibly rewarding experience.

Next year will see you mark your 10th year with Disney. It sounds like a silly question, but what is it about the company – and its brands – that keeps you happy there?
That’s a great question and honestly, it’s the combination of the people, the brands and the creative opportunities that keeps me here. Disney has such a rich portfolio of stories and characters, and there’s always a new way to bring them to life. It’s that mix of heritage and constant reinvention that keeps the work exciting and fresh, even after nearly 10 years. I also feel very fortunate to work under a VP of Creative who has built such an inspiring and supportive environment for our team. Having that kind of leadership makes a huge difference, it gives us the freedom to experiment, the confidence to push boundaries, and the space to grow as creatives.

And then, of course, it’s the people. I’m surrounded by incredibly talented, passionate colleagues who make the journey just as rewarding as the results. The scale and diversity of the business means I’m always learning something new, and ten years on, I still feel motivated and inspired every day.

I’m also officially a card-carrying Marvel and Star Wars fan, so getting to work with these franchises daily honestly feels like a dream come true – total nerd heaven!

Ha! I bet! And since we last spoke, Pleasing launched a Fantasia collection, pitched as ‘from sketch to sweatshirt’. The range features that sketch-style across several items in the range. What makes that style powerful in consumer products?
It was an amazing opportunity to work with Pleasing, a brand that continues to redefine culture, beauty and fashion. Combine that with Fantasia which was – at the time of its release – the most ambitious animated production Walt Disney had embarked on. It’s atmospheric, groundbreaking and takes you on a journey driven by whimsical scenes and classical music.

The sketch style is really powerful because it taps into the magic of the creative process itself. Consumers don’t just see the finished product, they get a glimpse of the artistry and imagination that sits behind the movies they love. There’s something very authentic about seeing that raw, hand-drawn quality. It creates a sense of closeness; almost like being invited into the studio to watch the characters come to life.

For fans, it feels like a direct connection to the archive and the heritage of Disney animation, but at the same time it also celebrates the process – the pencil lines, the rough edges, the moments before the polish… That blend of nostalgia and authenticity makes the designs feel special and collectible, while reminding people of the craftsmanship behind the stories. In a world increasingly shaped by automation and AI, the uniquely human spark of creativity and curiosity is still very much appreciated.

We should also talk about Stitch, since it’s been another mammoth year for the brand. The character was driving product and enthusiasm even before the arrival of this year’s live action Lilo & Stitch movie. Why do you think the character resonates?
Stitch has such a unique charm because he’s both mischievous and loveable, which makes him incredibly relatable. At his core, he represents themes of belonging, family and identity – ideas that resonate across cultures and generations. Visually, he’s also so distinctive; his design is instantly recognisable and translates beautifully across products.

“I’m surrounded by incredibly talented, passionate colleagues who make the journey just as rewarding as the results.”

What’s been fascinating is how fans connect with him in different ways. Some lean into his playful, cheeky side, while others are drawn to the warmth of his story with Lilo. That flexibility keeps the character relevant and allows him to thrive not just with nostalgic fans of the original film, but also with new audiences discovering him for the first time. It’s that combination of emotional storytelling and universal appeal that has made Stitch such a powerhouse brand.

Furry monster key charms are everywhere right now, which personally I think creates a perfect opportunity for Stitch. After all, he’s the original fang-toothed, mischievous creature!

Of course! And are there any recent Stitch launches you’d point to that highlight how creative your licensees are being with the brand?
Pandora has released some beautiful charms and jewellery, created in close collaboration with our talented EMEA character artists. I’m always amazed by the level of detail and storytelling they manage to capture in these small, figurative pieces.

Similarly, LEGO has dropped some fantastic sets featuring Stitch and Angel, and it never ceases to impress me how they translate such unique shapes and forms into fully buildable creations. Our Commercial and Product Development teams do an outstanding job working with LEGO to bring these ideas to life, ensuring fans can enjoy these incredible releases.

Last question! Are there any untapped brands in the archive that you feel have exciting creative potential?
I might have to hand in my “cool” badge for admitting this, but I’m a huge fan of The Golden Girls. For anyone unfamiliar, it was a sitcom from the 80s and 90s about four older women sharing a house. At the time, the writing was pretty revolutionary, sharp, hilarious and geared toward a more mature audience.

What’s amazing is the loyal fan base that still celebrates the show today, often through their own designs and fan-made apparel. I even had the chance to visit the actual house from the series on a recent trip to LA, which was such a treat. For me, The Golden Girls is an IP with a lot of untapped creative potential – there’s really nothing else quite like it.

Great pick! Ethan, always a pleasure – thanks again.