I bring extensive retail experience leading design teams, notably at PUMA and Zalando, creating innovative collections. Skilled in driving brand strategy and product development, I excel in dynamic environments, ensuring cohesive customer-focused designs. Fluent in English, flexible, and adept at managing diverse retail settings.
Delivering strategic design concepts, market intelligence, and trend forecasting services to fashion and lifestyle brands including Zalando, WGSN, Harrods, About You, Berlin Brands Group, and Onda.
Led a high-performing design team of 12 designers, driving a +40% increase in global wholesale growth with new design-driven lines, across womens, mens & kids across lifestyle, activewear and outerwear. Led the direction and implemented the color strategy for all Core, Kids, and Outerwear collections, driving global success and maintaining brand consistency. Drove close corporations with stakeholders from other product areas to ensure strong aligned 360 designled brand building lines and concepts. Key representative for the brand global sustainability initiatives Better Sportswear driving the tone of voice through the RE.GEN collections and Better ranges. Spearheaded EVOKnit shapewear, a high-performance line empowering women through studio training apparel and accessories, catering to the needs of fitness enthusiasts. Collaborated with renowned brands and artists, including Liberty, Dua Lipa, and Skepta, to create innovative and impactful product lines.
Led a team of 6 designers to deliver trend-led, young fashion collections for Even & Odd and Twintip private labels. Served as a mentor and coach, supporting team members in achieving their performance goals and developing their skills. Provided creative direction/strategy to the design team setting the overall tone for new/existing product ranges and brand image including Jersey, Knitwear, Wovens, Denim, Swim and Outerwear. Spearheaded digital/data-driven design strategies, optimizing product offerings and market relevance. Fostered strong cross-functional collaboration with buying, product development, footwear, and accessories teams.
Provided creative direction with trend concept recommendations for Turkey’s largest retailer. Team management of 6 designers for casual womenswear lifestyle.
Managed and mentored the design team to create innovative and cohesive online and retail collections across Outerwear, Wovens, Knitwear &Jersey Worked closely with buying managers to drive 360 concepts.
Lead Designer for Dresses & soft woven's
Provided creative direction with trend, concept recommendations for customer segmentation.
Part of founding design team for the brand. Provided trend analysis, product recommendations for smart and casual circular knits. Created design tech packs, sourced fabrics. Managed a team of three designers.
Fashion tops and knits designer for UK heritage womenswear brand.Responsible for daywear, evening and press collections.
Set up jersey catergory for Knitwear supplier. Developing Knit and Jersey collections for international brands and retailers. Working closely with co-designers, buyers & account managers. Visiting global manufacturing countries for product development.
Design development for UK high street brands and retailers across womens jersey apparel.