Founder, Creative Director And Head Designer
CurrentAs the Creative Director of my brand, I am responsible for developing and directing the overall artistic and design vision and the commercial brand concept. I lead my team in researching target markets to identify emerging trends, silhouettes, fabrics, techniques, product categories, and innovations.I manage a team of two design assistants and an external multi-product development team, providing creative direction, coaching, and developing a motivated, high-performing team throughout all aspects of the product design process. I oversee the tech-pack creation and communication with developers to ensure the execution, quality, and desired costs are achieved.In addition to schedule planning and budgeting, I set policies and strategic direction for the design and development team and external partners, including sales and marketing, PR, and communications. As the Creative Director, I conceptualise, lead, and art direct lookbooks, campaigns, e-commerce shoots, and video content.I also create brand and product marketing campaign concepts to provide creative solutions in line with business objectives, such as home page, email, digital advertising, e-commerce, and pop-up and trade show assets. I direct photo-planning from concept ideation to post-production, which includes proposing photographers, videographers, stylists, and casting, pulling relevant image references, and providing clear post-production direction.
