meet the founder
the founder of ursula, Emma Hope Allwood is a fashion editor turned advisor to the world’s best brands. Her work marries a discerning editorial eye and instinctive understanding of the zeitgeist with a commercial know-how honed by years spent inside the world’s biggest luxury conglomerate.
Emma started her career at London youth culture and style bible Dazed, rising to become the magazine’s head of fashion.
After transitioning to work as a freelance consultant, she was headhunted by LVMH for a role as Marc Jacobs’ brand manager and creative lead – tasked with steering the iconic New York brand and its gen-z offshoot Heaven as it expanded into the European market.
A leading voice within the fashion and culture industry, Recognised as a fashion expert by Instagram, she has offered insights to Boston Consulting Group, penned op-eds for the Business of Fashion and cover stories for i-D, and is a go-to for titles like Vogue, creative review, and the Guardian for her read on trends and culture.
She has scouted talent for Celine and Chanel, creatively directed talent for Universal Music, worked on brand platforms for Gucci and Rayban, crafted copy for Hermès and Byredo, created editorial strategy for System Magazine, and guided next generation brands like 16Arlington and Peachy Den.
In 2025, she founded Ursula as a way to consolidate her expertise and engage her wider creative network across projects.
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