I led a team that supported the strategic transformation of four LPP brands – Mohito, House, Cropp, and Reserved – to enhance their market positioning. Reporting directly to the CEO/Co-founder, my team developed rebranding and repositioning strategies, creating new brand visions, visual identities, and product strategies. This included conceptualising innovative brand management strategies and ensuring their implementation across departments.My role also involved overseeing the creative direction for product lines and brand communication for Reserved (2019 – 2024), Mohito (2019 – 2023), House (2021 – 2023), and Cropp (2021 – 2023). I facilitated cross-departmental collaboration to align product development, commercial strategies, and messaging, ensuring consistency across all channels. I also led interdepartmental meetings to create a cohesive vision and clear roadmap for each brand's direction.I created quarterly trend presentations for over 1,000 employees, covering subjects like economics, geopolitics, and lifestyle trends to provide strategic insights for design, marketing, and product development. These presentations were built through personal research and cross-departmental workshops, ensuring they were data-driven and inspiring.I contributed to two major organisational transformations:1. Sales, E-commerce, and Marketing Revamp (2020): I developed and helped implement a strategy to unify sales, e-commerce, and marketing into an omnichannel structure, focusing on customer-centricity and consolidating fragmented marketing activities.2. Product & Marketing Restructure (2017 – 2022): I supported the reorganisation of these departments to enhance collaboration and efficiency.I also played a key role in LPP’s Eco Aware sustainability initiative (2018 – 2023), defining its vision, visual identity, and communication strategy, while coordinating teams to establish the company's first sustainability standard.

I led the refresh of the menswear collection, focusing on expanding into Western European markets. I revamped the product range to align with global fashion trends and broadened its appeal to international audiences.I played a key role in managing and building a strong team of designers and buyers, driving collaboration across design, buying, and production teams. I introduced optimised processes for product development, aligning them with international market standards. This included developing a new system for buyer-designer coordination, ensuring smooth and efficient product development.Change Management & Strategy - I facilitated a change management process, unifying the team around a new collection direction. I helped overcome polarisation within the team and align on a single vision.Customer Segmentation & Assortment Strategy - I introduced a new collection strategy, segmenting the collection to cater to a broad range of customers, from trend-driven shoppers to those seeking timeless essentials. I also adjusted assortment proportions to ensure a well-rounded product offering and created three distinct lines, enhancing diversity within the collection.Trend Analysis & Presentations - I integrated comprehensive trend analysis into the product development process and introduced quarterly trend presentations for the team, translating global fashion insights into actionable direction. This approach kept the team aligned with market trends and consumer preferences.Key Achievements:- Improved product performance and profitability through optimized assortments and strategic product refreshes.- Aligned collections with evolving market trends in Western Europe and Poland and Central Eastern Europe.- Streamlined product lines, reducing duplication of similar products.- Enhanced team collaboration, improving efficiency in product development.

I founded my own fashion brand presenting and selling two collections in Paris for Autumn Winter 2016 and Spring Summer 2017.

I joined Thamanyah, a Paris-based Middle Eastern luxury brand, during its expansion, helping to bring the founder’s vision to life and grow the collection. I played a key role in developing seasonal collections for garments, accessories, and footwear, contributing to the brand's diversification into new product lines and womenswear.I collaborated with different stakeholders, managing relationships with suppliers and manufacturers in Italy and France. This involved creating detailed technical briefs to guide production and sourcing high-quality materials to maintain the brand’s luxury standards. During this time, Thamanyah was stocked by leading retailers such as Selfridges, Barneys New York, Maxfield, Isetan, SSENSE, and Antonioli.I led trend analysis and market research, integrating insights into the design process to ensure that collections aligned with both market trends and customer demand, supporting Thamanyah’s international growth.

I worked as Creative Director of a web-based platform connecting fashion industry creatives. It was selected as part of the startup incubator "Speed MI Up" program run jointly by the Università Bocconi, Italian Chamber of Commerce and City of Milan. The startup provided a digital directory with profiles of the most influential manufacturers, designers, marketing managers, makeup artists and services to promote their work and raise crowdfunding and connect buyers and sellers, enabling customers and designers to connect.

Together with fifth-generation owner Ruggero Guidi, I collaborated to relaunch Guidi & Rosellini, a heritage Italian brand, by designing a new collection that honored its legacy while evolving to meet modern market demands. I was responsible for designing new lines of shoes, bags, accessories, and furniture, as well as overseeing the brand’s visual identity and online presence.I played a key role in creating a new product development process, reviving traditional vegetable tanning techniques using natural tree barks and tannins to develop rich, durable leathers that grow in character with age. I also designed shoes with Norwegian and Goodyear welt construction and hand-carved wooden shoe forms, drawing inspiration from vintage work boots and historical Italian footwear.Working closely with suppliers in Tuscany, I developed detailed technical briefs to ensure the highest quality in every piece. The rebranded collection debuted at Paris and Milan fashion weeks and was showcased at top-tier retailers such as Selfridges in London, Maxfield in Los Angeles, and Isetan in Japan.I also led the brand’s sales campaigns, collaborating with Italian fashion photographers to develop a brand narrative and visual identity that captured Guidi & Rosellini’s timeless craftsmanship. This approach resonated with international buyers, securing the brand’s presence in over 20 prestigious stores across multiple continents in its first season.