Doug Lloyd Peter Lindbergh

Doug Lloyd

Founder, Lloyd & Co

Renowned for his provocative, aggressive imagery for Gucci, he has devised some of fashion’s most high profile campaigns.

United States Creative Class 2013 BoF 500 2013 2014 BoF 500 2014



Most well known for producing Tom Ford for Gucci’s provocative campaigns in the early 2000s, creative director Doug Lloyd is the man behind some of fashion’s most high-profile campaigns. In 1994, he founded his agency, Lloyd & Company, which counts brands like Gucci, Estée Lauder, Bottega Veneta, Jil Sander, Yves Saint Laurent, Max Mara, JTheory, Oscar de la Renta, and many others as clients. Lloyd has also collaborated closely with the CFDA to design various promotional materials for its annual awards and other initiatives.

His first client at his own agency was Tom Ford, then still creative director at Gucci, and together they created the overtly sexual and controversial campaigns with the letter ‘G’ shaved into the models’ pubic hair. Since then, his work has become less racy and opulent, following a general trend in fashion towards modesty and new romanticism.

Earlier in his two decades long career, Lloyd was art director at upscale boutique Barneys New York and senior art director at the Gap, overseeing all advertising across the American clothing retailer. He has also held editorial roles at Mademoiselle, Arena Homme Plus, and Muse magazines. 

Sign up for BoF's free agenda-setting daily newsletter, with our must read features and the top fashion business news and analysis of the day.