SNL UK: Premiere Collection

A premiere, not an anniversary. A shirt, then a campaign.

How do you introduce Saturday Night Live to a new country without simply importing 50 years of American nostalgia? You celebrate the opposite: Series One, a new cast, and the thrill of beginning.

I was brought in to create the first official merchandise for Saturday Night Live UK, collaborating with longtime SNL costume designer Tom Broecker on a “Live from London” ringer tee. I concepted, wrote, designed, and pitched the product along with a bigger opportunity: turning one shirt into a launch platform.

I developed the strategy, naming, written language, art direction, and campaign concepts for a self-initiated “Premiere Collection”—a fashion-minded world rooted in British cultural references, tabloid energy, and what I called “reverse rebellion.” The collection treated the show’s newness as its advantage and imagined merchandise as part of the show’s identity, rather than a product sitting beside it.

The ringer tee sold through multiple runs, generated an enthusiastic social response, and was worn by Tina Fey on Saturday Night Live in the U.S. The show returns for its second UK series in September 2026.