Maya Angelou once said, “You can’t use up creativity. The more you use, the more you have.” No one embodies this more than Aimée Smith. An incredibly talented designer, stylist, and art director based in London and Manchester. Holding space for Aimée and her art feels effortless; her creative process is fluid and instinctive, with every detail and story meticulously considered. It’s safe to say she is truly a visionary.

To witness Aimée at work is to witness dedication in its purest form. With an unrelenting commitment to craft and creativity, I’ve been fortunate enough to experience her abundance of talent firsthand. Whether she’s curating a shoot, conceptualising a collection, or bringing a vision to life, Aimée moves with intention. Her ability to blend innovation with timelessness is something rare. Her work is both deeply personal and universally resonant.

Balancing creativity with the demands of daily life: wading through emails, admin, and the technicalities of a 9-to-5, can make everything feel a little beige. Is it really possible to do it all? How do we nurture inspiration while managing the weight of routine? In this edition of Behind the Texts, I messaged Aimée to talk about finding balance in the creative process, sustaining momentum, and staying true to one’s artistic voice. 

We explored the freedom of creativity, the challenges of navigating a fast-paced industry, and the importance of rest in a world that glorifies constant productivity. Aimée’s insights remind us that creativity isn’t just about output. It’s about finding joy, purpose, and authenticity in the process.