Bringing creative concepts to life, my experience covers 9+ years of multi-product apparel design and brand development.
In tune with what’s happening now and what’s going to be next,
I adopt a design & brand approach that encompasses trend, relevance & technical-skill. Bringing a forward-thinking perspective to the collections and brands that I work with.
From grass-roots experience to senior-level management, I understand what it takes to create a successful brand on all levels. My hands-on experience includes all aspects of design & product development with a focus on marketing and brand positioning.
A graduate of Manchester Metropolitan University, I have previously worked for companies including Shop Direct Group, John Kaldor, Neon Rose, Boohoo, UNIQUE21 & Akari Menswear.
Projects
- UNIQUE21 Lookbook SeriesAs Design Manager at UNIQUE21, I lead the brand image and evolution of the brand DNA that took place over seasons SS19-AW21. This is a series of covers that I created covering SS19 Spring Street-Style, SS19 High-Summer Editorial, AW19 Street-Style and SS20 Preview. The new brand identity was developed to speak to the modern woman of today, who loves understated tailoring fused with street-style originality.
- UNIQUE21 SS20 LookbookAs Design Manager and head of Brand Image at UNIQUE21; I lead the creative direction, styling and I actively graphic designed the SS20 Lookbook. Our team on the shoot was small but dedicated and we delivered a beautiful shoot which created a buzz for the new direction of the brand. The aim was communicate the new elevated, contemporary brand image which I had developed over SS19 & AW19/20. The editorial shoot and new brand identity received acclaim from industry professionals including ASOS, Za
Projects credited in
- Neon Rose SS17 CampaignFor this collection, I had created a ‘hot child in the city’ concept, that would be used on all in-house platforms for the ss17 campaign including homepage, social, and email content. This collection represents the new age woman, she lives for herself and dresses for herself - it’s all about protests and power brunching.
Work history
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Design ManagerUnique 21
- Manchester, United KingdomFull Time
Actively lead the design direction, product development and creative areas covering multi-product Womenswear & Menswear, reporting to Managing Director. Responsible for setting the pace, inspiring, motivating and driving a small team to achieve ambitious targets set at stakeholder level. Actively designed and directed mid-range multi-product collections for branded and OEM business. Accountable for setting the pace, driving & inspiring the team to produce fresh trend-relevant product for young fashion market. Product areas include womenswear & menswear contemporary tailoring, outerwear, soft wovens (dresses, tops, bottoms, bodysuits), swimwear & beachwear (womenswear only), nightwear & loungewear (womenswear only). Build close-relationships with far-east and local factories to develop collections and achieve sampling deadlines. Required to work very closely with sales team and to prioritise short & long-lead design development and sampling schedules for sales meetings. Attend regular sales meetings for branded side B2B orders, customers include; ASOS Core, ASOS Outlet, Zalando & SilkFred. Built a strong relationship with merchandiser to develop production orders and maximise margins based on selective design development. Report regularly to Managing Director regarding design team performance, hit rate and business development needs. Required to travel to Far-East, Europe and UK for fabric, factory & inspiration sourcing. Role also includes working closely with marketing team to give clear creative direction and responsibly for directing photoshoots for seasonal collections. Successfully developed and launched womenswear sustainable brand Earth by UNIQUE21.
Skills
- Fashion Design
- Womenswear Design
- Menswear Design
- Womenswear Styling
- Creating Moodboards
- Trend Analysis
- Trend Forecasting
- Brand Identity
- Swimwear Design
- Sustainable Design
- Sustainability
- Team Management