Georgie "GG" Greville has spent two decades at the intersection of culture, creativity, and meaning-making: directing award-winning music videos and large-scale immersive experiences, and co-founding Milk Makeup, one of the most beloved and values-driven clean beauty brands of its generation. Her direction for Florence and the Machine's Dog Days Are Over won a VMA for Best Art Direction. Her immersive experience for Target won a Cannes Gold Lion and entered the MoMA permanent collection. Her decade leading Milk Makeup's inclusive identity grew the brand to over $150M in revenue before its acquisition by Waldencast in 2022. She attributes the brand's unprecedented cultural reach not to conventional strategy but to the understanding that people don't buy products, they buy meaning: that the greatest marketing power comes from speaking truth from your highest embodied values.
Since stepping away from the brand, GG has devoted herself to the territory she believes is the next great frontier: the reintegration of art, spirituality, and technology as vehicles for genuine initiation and collective healing. Shaped by her own profound initiations through birth, motherhood, and the marginalization of creativity in corporate culture, her work draws from animism, feminist art history, indigenous earth-honoring traditions, somatic ritual, and the understanding that art and spirituality were never meant to be separate. She walks the edge between the language of culture and the language of the sacred, and has spent her career proving that the two are not as far apart as we have been told.
Now based in Ojai, California, GG's current work brings this vision into direct practice. She leads a course exploring the archetypal feminine that restores art to its original role as mythic and animist practice, rooted in the body, in ritual, and in genuine relationship with the living world. Her most ambitious project yet is a devotional land art foundation that brings together contemporary art, immersive technology, and ancient ceremonial tradition, designed as a permanent destination for earth-based devotion and ritual transformation. Not a return to what once was, but an initiation into what is ready to emerge through us now.
GG has been featured as a cultural voice in The New York Times, Vogue, Allure, W Magazine, and at SXSW, Harvard Business School, and The Philosophical Research Society.
The Woven Wheel is an inclusive, multi-generational container for female-identifying beings of all backgrounds, a space to explore these thresholds together through ritual, creativity, and embodied witnessing. Grounded in care for ancestors and responsibility to future generations, the work supports remembrance, renewal, and the weaving of new structures of belonging.
The Woven Wheel emerged from a shared sensing between GG and Ash Aether during a yearlong mythic immersion, where they felt called beyond familiar heroic narratives and disembodied Goddess worship toward a deeper listening. What revealed itself was the heroine’s journey and the remembrance of the feminine body and Earth as the original altar. As their work deepened, they recognized how disconnected Western culture has become from true ceremony, leaving vital life thresholds - birth, grief, transformation, aging, and death - largely unheld. As fierce mothers and midwives to creative becoming, GG and Ash hold space for what is being born through grief, desire, rupture, and renewal. In a culture that has lost true ceremony - leaving life’s essential thresholds of birth, transformation, aging, and death largely unheld - The Woven Wheel offers an inclusive, multi-generational container for female-identifying beings. Through ritual, creativity, and embodied witnessing, the work reclaims beauty from performance and returns it to presence, woven with reverence for ancestors, responsibility to future generations, and the fierce grace of becoming.