How Paula Gerbase Pivoted John Lobb’s Social Media Strategy During the Lockdown
“I can’t remember the last time I was in one place for this long,” said Paula Gerbase . The creative talent behind British heritage label John Lobb was speaking to FN via Zoom from her East London townhouse in a tranquil studio drenched in sunlight and decked out with rich green foliage. Typically, Gerbase is shuttling between the Hermès owned label’s Northampton factory and its Paris based atelier — and before the pandemic took hold, she was in Tokyo for a John Lobb pop-up at Isetan in February and then visited Switzerland’s Zermat where she grew up. “Travel nourishes me,” she said. Still, she said that confinement has given her time to reflect. View this post on Instagram Staying at home provides the perfect opportunity to take proper care of your shoes, follow this playful series to ensure the longevity of your footwear. . #johnlobb @pollyholiday @holmesproduction A post shared by JOHN LOBB (@johnlobb) on Apr 23, 2020 at 7:17am PDT Production