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When I was studying at art school, my brother was working on his PhD in biology. While I created all kinds of manifest products against the consumer industry, my brother worked in the lab. He created the practical proof of the fact that under certain conditions the survival of the fittest did not appear.


Fast forward a few years later. My brother became a famous biologist, his theory has been published, and he is a welcome guest all over the world. I started in the fashion industry, became a creative lead, and also traveled around the world. I meet all kinds of artists and talented people, directing thousands of campaigns and making tough decisions at the board table.


Fast forward to a few years ago. I support sustainability in fashion, create different campaigns, and other policies, work at a Uni, research buying behavior, design a method, and publish a book on how to buy less clothes. In the meanwhile, my brother settles at the University of Amsterdam, leading a dynamic faculty and research group.

Fast forward to today: currently we all know that if the planet warms by 1.5 degrees, no scientist knows what will happen, or which species will survive. (remember the lab experience of my brother's ).


And while my brother uses his expertise for the good,  still works at the university, leading two faculties, doing a lot of research, and keep publishing relevant work about this topic.


I  broadened my horizons, opened a creative studio for impact makers. Bring my skills to a wider field, seduce people, organizations, and brands to change for the benefit of the planet & society. And well, use my creativity for the good!


Side Positions

2024 - now   State of Fashion, supervisory board
2024 - now   Lighthouse, board member 
2023 - now   The Fabric Connector, advisory board 

Career (highlights)

2023 - now   LEONI HUISMAN STUDIO, founder
2022 - 2023  Creative Talent & Culture Lead ai, Dentsu Creative 
2021 - 2022   Head of Fashion & Branding ai,  University of Applied Sciences, Amsterdam

2018 - 2020  Research Clothing Consumerism

2003 - 2021  Brand Strategic Creative Lead G STAR RAW


Rietveld Academie - 1999, BFA | Art Direction & Set Design 

Sandberg Institute - 2002, MFA  | Product Design


De Capsulegarderobe, ISBN 978-90-225-90249

published by MeulenhoffBoekerij 2020,



Work and/or interviews have been published in; Volkskrant, Volkskrant Magazine, Parool, Trouw, NRC, NY times, LA times, Wallpaper, Items, WWD, Dezeen, Dazed, Behance, Hypebeast, Linda magazine, Nouveau, Margriet, Vogue, Elle, Harpers Bazaar & many more



DSFW, The School Hasselt, Vitra NY, Palais de Tokyo Paris, V&A museum London, Colette Paris, Yksi Eindhoven, BNO Amsterdam, Nederlandse Bank Amsterdam & more


During my study:  Hema Student Design Competition | Alessi Student Design Competition | Student Talent of the Year Talente Munich 2001 | Student Talent of the Year Deloitte 1999 

With the RAW campaign team: ACDN 2x Bronze Lamp 2021 | ACDN Grand Prix 2015 | ACDN Silver Lamp 2015 | D&AD graphite pencil 2015 | Cannes Lions Grand Prix 2014 | D&AD graphite pencil 2014 | FWA site of the day 2014  | Cannes Lions bronze lion 2013 I FWA site of the day 2013 | With Dentsu: SAN creative agency of 2022 |

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