Eat the Moon is a bold brand founded by London-based creative Fifi Khudhairi. After years in the structured world of advertising, Fifi stepped away from the 9-to-5 to reconnect with her creative roots—rediscovering her passion for art while traveling through Central and South America. “I had always been creative. I studied Fashion Design at uni but wasn’t interested in working in fashion, so I got a job in advertising. I enjoyed it and learned a lot, but I didn’t feel very fulfilled—I wasn’t really using my creative brain. I wanted to come up with ideas without limits or rules.
I decided to quit my London life for nine months and travel through Central and South America. During this time, I felt really inspired and started to explore my illustration style. I became unapologetic in my creative approach. To my surprise, others resonated with my concepts. It felt liberating, and I knew I wanted to turn that feeling into something bigger—and that’s how Eat the Moon was born.” – Fifi
