A Conversation with Kat Kotze, Head of Creative at Ghost
As Head of Creative at Ghost, Kat sits at the intersection of marketing and visual storytelling, translating the brand’s distinct identity into compelling campaigns. With a background in fine art, literature and fashion media, her role isn’t about designing the collections, but about bringing them to life in a way that connects with real women and modern lifestyles.
In this exclusive Q&A with Elevate, Kat shares insights into her creative process and how she crafts campaigns that feel both elevated and authentic. From moodboards inspired by Carolyn Bessette Kennedy to festive-season party capsules, she gives us a glimpse into what’s coming next, and what makes effortless elegance feel timeless.
1. Could you tell us a bit about your journey into fashion and how you became involved with Ghost?
I’ve always been surrounded by creativity; my parents’ love of contemporary art and design left a lasting impression. That early influence led me to study Fine Art and English Literature, and while modelling during university, I found myself captivated by the energy of campaign shoots. It wasn’t long before I realised I wanted to be behind the lens, shaping the creative direction. I started freelancing as a stylist and art director, then moved into in-house roles in beauty and athleisure, overseeing brand storytelling and visuals. When Ghost came calling, it felt like the natural next step - a space where my passion for womenswear and narrative-driven design truly came together.
2. How would you describe the distinct styles and personalities of Ghost?
Ghost embodies timeless femininity; think fluid silhouettes, elevated essentials, and seasonless design with a modern sensibility. It’s about effortless elegance: pieces that feel refined yet wearable, crafted to stand the test of time and trend while appealing to a discerning crowd. On the other hand, it brings a more dynamic energy. It’s bold, contemporary, and rooted in accessibility, always delivering standout style and trend-led pieces at an exceptional value, without compromising on quality. Where Ghost is understated British sophistication, it is a more playful take on spirited innovation.
3. What inspires you when creating or curating new collections for the brands?
Inspiration isn’t always spontaneous, and, in this industry, it pays to be intentional. With a background in conceptual art, I approach every creative direction with structure: ideas must be rooted in the product, aligned with the season, and resonant with a wider cultural moment, whether that’s a shared human experience or a timely trend.
I constantly archive anything that sparks emotion - textures, palettes, phrases, even quick photos. As soon as a concept starts to form, I dive into that personal library to shape the visual story. It’s part play, part process, but always grounded in meaning with a clear goal. It’s easy to get distracted in an age where a plethora of visual sources are available, so relevance is key.
4. What does your role involve on a day-to-day basis as a creative leader?
At its core, my role is deeply collaborative. I’m in constant dialogue with teams across design, CRM, graphics and social, ensuring each touchpoint aligns without compromising the integrity of the brand. It’s about bridging vision with execution, and navigating those nuances is where most of my work is done. While it’s easy to focus on the big brand moments, most of my day is spent shaping the details that make them possible. Those less glamorous tasks are often the most essential. My job is to keep the bigger picture in view - reminding the team of our shared strategy, even when we’re deep in the everyday.
5. How do you ensure that the collections resonate with the modern woman and remain relevant season after season?
Our design teams are exceptional at creating pieces that truly celebrate the female form with flattering, confidence-boosting and consistently relevant styles. Great product is the foundation, and they deliver it season after season.
My role is to translate that into a narrative that speaks to real women, not just the curated lives we see online, but those navigating careers, families and everyday commitments. It’s about balancing aspiration with authenticity. How do we bring a sense of elegance to the daily? How do we make style feel both effortless and empowering? That’s the challenge, and the goal, behind every campaign we create.
6. Can you share anything exciting that’s coming up for Ghost — launches, campaigns or creative directions?
I’m currently deep in preparation for AW25, with both collections set to launch this August. For Ghost, the creative direction draws on classical art references and a refined, tonal palette, resulting in a mood that feels quietly luxurious. By contrast, embraces a more playful, trend-forward energy, full of personality and statement details.
Both brands will also debut curated party capsules for the festive season, each with its own distinct visual identity. There’s a lot to look forward to, and I think these collections will really resonate.
.
7. What does personal style mean to you, and do you have a go-to item in your wardrobe that never fails you?
For me, personal style is about authenticity, wearing pieces that reflect who I am, feel effortless, and inspire confidence without ever feeling overthought. I’m drawn to timeless staples with character, like my vintage cropped leather jacket in deep brown or a classic black leather bomber. Depending on the weather, one of them is almost always in rotation.
8. What advice would you give to aspiring creatives or designers hoping to work in the fashion industry?
Fashion is exhilarating, but it’s also demanding. My best advice? Start where you are and do the work, no matter how unglamorous it may seem. You’re never above packing samples, holding reflectors or braving the elements on set. What will set you apart isn’t perfection but passion, resilience and a solution-focused mindset. You’ll meet some wonderful people - stay curious, stay humble, and bring enthusiasm to every opportunity. Remember, it’s supposed to be fun, and at the end of the day we’re not saving lives but enriching them.
I’m drawn to classic silhouettes with a touch of interest, such as timeless pieces elevated by an unexpected detail or pop of colour. Carolyn Bessette-Kennedy is a constant on my moodboards for her impeccable minimalism, and Lucy Williams for her ability to blend polished ease with bohemia. Their styles feel effortless but considered, exactly what I strive for in my own wardrobe.
10. If you weren’t shaping the world of fashion, what other passion or career do you think might have captured your heart — and why?
I’ve always been drawn to spaces that blend creativity and community. The idea of opening a concept store, part gallery, part café, part boutique where people can gather, connect, and discover, really appeals to me. It’s something I still think about pursuing one day. A curated, cultural space that brings together good design, great conversation and a sense of belonging.
