About

Hi, my name is Haneen. Middle Eastern origins, raised in London. A true Capricorn through and through with a nostalgic love for past eras, an eternal optimist who loves to connect with people on a real and personal level. What drives me is beauty, sound, expression, consistent growth and curiosity and I think its important to apply this in everything I do.

I’ve worked across many corners of the fashion industry, from over 12 years of buying for a multi-brand retailer, to consulting for emerging labels and creative agencies, to building my own e-commerce startup. At the core of everything I do is kindness, followed by connection and creative problem-solving. Over time, my network in the industry grew organically, built on real relationships, shared ideas, and a constant drive to make things better. Eventually, it made sense to create a home for all these projects. And that’s how itsnotthatdeep was born.

Fashion’s gotten a bit too serious lately, and I’m here to bring back a sense of ease and fun. I can support you with whatever your business needs; whether it’s refining your website, strengthening your wholesale strategy, recommending creatives for your next campaign, enhancing your branding, or simply figuring out how to get started.

And we’ll enjoy the process. That’s why it’s called itsnotthatdeep.