With over a decade of senior-level experience in the fashion industry, I co-founded and successfully managed the premium womenswear brand, NOVO. The brand was marked as the 'best brand discovery' by online publication Sheerluxe. Throughout my career, I have consistently demonstrated my capacity to pioneer creative strategies while while nurturing long-lasting internal and external industry relationships. I am passionate about the importance of brand storytelling and am dedicated to delivering consistent brand experiences through all touchpoints. My knowledge spans brand, project, and supply chain management. I have cultivated and nurtured relationships with manufacturers during numerous visits to China and Turkey, ensuring the highest quality product standards. Additionally, I have contributed to the setup of fulfilment centres in key locations across the UK, and the USA, demonstrating a strong commitment to meeting demand and improve our service.
CREATIVE DIRECTION - Leading the creative vision for the brand, overseeing all aspects of design, branding, and marketing. DESIGN - Directed and managed multiple collections over 9 seasons, from concept to production, ensuring adherence to brand identity, quality standards, and budgetary requirements as well as researching trends, fabric selection, and colour palettes. PRODUCT DEVELOPMENT - Led in sample development, fittings, and quality control, ensuring products met brand standards and customer expectations. BRAND STORY AND MARKETING -Skilled in developing and executing brand strategies, ensuring consistent brand messaging across all touchpoints, and understanding consumer behavior to drive sales and brand loyalty. - Develop and execute creative strategies to enhance brand positioning and consumer engagement across various channels, including e-commerce, social media, and traditional media outlets. INDUSTRY RELATIONSHIPS - Building and maintaining key industry relationships such as Sheerluxe. INFLUENCER OUTREACH - Sourcing and engaging with key influencers via multiple social platforms, to help with brand awareness. CONTENT CREATION - Executed compelling fashion campaigns, including photoshoots, and digital content, that resonated with the target audience - Liaising with photographers on briefs - Hands-on quality control of images while shooting PROJECT MANAGEMENT - Guide the creative team on all aspects of brand identity, visual merchandising, and marketing collateral STRATEGIC PLANNING & MARKET ANALYTICS - Conducted trend research, market analysis, and competitor benchmarking to inform design decisions and stay ahead of industry developments. - Getting hands-on with internal data including customer profiling, segmentation and targeting to stay ahead - Analysing customer journeys, retention and engagement to improve internal marketing WHOLESALE - Liaising with wholesale managers to hand over collections - Working on B2B sales and distribution
DESIGN - Designing flat specification drawings for manufactures - Assisting with fabric selection - Working on sizing charts COLOUR / TREND RESEARCH - Providing up to date information for the childrenswear collection using WGSN trend forecasting tools - Selecting appropriate colours from the SS childreswear forecasts PRODUCT DEVELOPMENT -Working on swimwear for Richard Bransons Neeka Island - Development design of products to diversify existing age range - Finalising bag functionality before Monsoon release
TREND RESEARCH & FORCASTING - Assisting in the development of key sub-trends for both Menswear and Womenswear requiring an ability to identify and categories influential imagery - Looking into customer behavior, buying habits, cultures and varying social groups to assist in the development of trends - Overviewing current events which may have a direct impact on trends and how people interpret fashion ONLINE PUBLISHING - The ability to work to tight deadlines was essential when uploading and publishing stories and spotted trends - Having to deal with a large amount of data requiring impeccable organisational skills BLOGGING & PHOTOGRAPHY - Updating the blog on influential and inspiring stories - Street style photography which assisted in the making of 'spotted trend stories' meaning a keen eye for significant imagery was essential PRESS EVENTS - Organising guest lists and schedules for events making sure the day to day running and agenda for the managing director was in order during London Fashion Week - A confidence to communicate efficiently when representing Trendstop and attending events including meetings with PR agencies, Press Days and London Fashion Week Events
GENERAL ADMIN - Organising weekly production schedules for shoots, liaising with graphic designers and having creative input in live design projects - Assisting with Photoshop retouching, logo design and alternative in-store POS SHOOT PREPARATION & RESEARCHING - Sourcing and securing shoot locations based on a brief specified by the client - Working to tight deadlines to source props, models and hair/makeup teams PHOTOSHOOTS & STUDIO WORKING - Overseeing photoshoots for clients including Racing Green, Alan Paine, Gibson London to approve quality of imagines requiring clear and precise communication skills to the rest of the studio team - Mannequin styling, flat product, accessories and lifestyle styling for shoots where a keen eye for apparel aesthetics was essential Assisting photographers in the publishing and organisation of imagines - Organisation of studio operations to ensure smooth running day to day PHOTOGRAPHY - Initially shadowing a photographer before taking the initiative to work independently and confidently work with the 360 photo software to shoot Moda in Pelle shoes - Working in a diverse design studio with other creative individuals was an invaluable experience
Amy worked alongside Ground to create the new vision for Novo, she was an instrumental part in the art direction and creating the brand's strategic narrative for the future of the business. Amy orchestrated all of the planning for the rebrand of Novo effortlessly in a timely and friendly manner. She was the bridge between Ground, influencers, photographers, stakeholders, and other creatives. This helped ideas translate and kept the momentum and energy of the project high at all times. Amy would be a fantastic asset to any team and is highly creative in her own right. We would love to work with her again in the future.
Having work with Amy for over 3 years at directorship and project level, I can 100% standby and say the following; In that she is not only incredibility talented as a creative individual and designer, she is well adapted to all aspects of senior management, brand managment within a business environment. Having led as one of NOVO's original founders and later as our dedicated creative director, her skill set was matched by her effort and attention to detail. Whether working alongside our in-house team, freelances and supplier or partners, at all times Amy offered a supportive and professional commutation style. She led all aspects of creative design for both the product collections, as well as the visual and written marketing elements. Plus at all times was able to give a concise and considered opinion to a subject matter, while being open to take onboard others feedback and ideas. An absolute asset to NOVO and I know an asset to anyone else that gets the chance to work with her in the future.