Sets and interiors that tell the story.
I'm Gemma. I design and dress sets for home and lifestyle brands, from the first moodboard to the final frame, for campaigns, editorials and e-commerce.
Recent sets
Campaigns and editorials for heritage and modern home brands, 2025–2026.
How I can help
For brands, studios and agencies who want rooms that feel lived in, and a stylist who can run the set.
Campaign & editorial styling
Full room sets for campaigns, lookbooks and editorials, built around the story your brand wants to tell.
E-commerce & product styling
Fast, consistent studio styling that keeps every product on brand, at up to five sets a day.
Set design & build direction
Set concepts, SketchUp plans, paint and finishes, working hand in hand with set builders on the floor.
Concepts, moodboards & art direction
Scamps, moodboards and lighting tests to agree the look before anyone books a studio, then direction on the day.
- Brief & researchYour product, audience and channels, plus trend and competitor research.
- Concept & moodboardScamps, palettes and prop lists you can sign off before the shoot.
- Build & dressSets built, painted and styled, from hero furniture down to the last cushion.
- Shoot & sign-offFrames checked live on tether against the brief, then handed to retouch.
Practical bits
More than one pair of hands
I brief and lead in-house and freelance stylists, run 1-to-1s and have trained 10+ junior stylists, so bigger shoots run smoothly with a team behind them.
Planning a campaign, editorial or studio day? Tell me about it.
Get in touchNina Campbell, from bare flats to editorial
A lighting and set test for Next that was approved by the Director of Labels and run as editorial.
- The brief
- Refresh Nina Campbell's SSIs and marketing imagery.
- The schedule
- 2 prep days and 5 shoot days, delivering 2 editorials plus 3–5 SSIs a day.
- How it ran
- Stakeholders kept updated at every stage, changes handled on the day, and every deadline held.
Working with Gemma
[One or two sentences from a creative lead or art director about working with Gemma.]
[Name, title, company]
[One or two sentences from a photographer or producer.]
[Name, title, company]
Hello, I'm Gemma
I've spent 12 years making rooms look like someone really lives in them, for brands from John Lewis and adidas to Morris & Co and Laura Ashley.
Today I'm an interiors and set stylist in Next's photo studio, leading in-house and freelance stylists, turning briefs into concepts and directing sets across studio and location shoots. I studied Fashion Promotion and Marketing at London College of Fashion, and I've never lost the habit of rearranging a shelf.
Campaigns, editorials and studio styling for Next Home and partner brands. Art director on Nina Campbell 2026.
Editorial, lookbook, still life and home imagery for the online catalogue.
Commercial shoots for adidas, John Lewis, JD Sports, Topshop, ASDA and B&Q.
@gemmasilcockstylist
Preview: these tiles become her live Instagram feed once the account is connected.