With over a decade of experience in fashion design, branding, and creative direction, I guide brands in crafting collections that not only look beautiful but also align with their values, target audience, and market positioning. I help fashion brands translate their vision into compelling, distinctive designs that set them apart in a crowded market. Whether you need help refining your aesthetic, strengthening your brand identity, or creating designs that truly connect, I’m here to help
As head of design with the brand Replika New York, I was in charge of overlooking the entire scope of the collection, from design to manufacturing, dealing with suppliers, interns, manufacturers both local and foreign.
In the course of running my own luxury women’s ready to wear line, I have designed and produced seasonal collections in the last ten years. Whilst this involves running a varied team, I have been very hands-on in all stages from conceptualization to production and presentation. My route into fashion design was via my skills in illustration. This means I can sketch both detailed full looks and technical drawings that I would present to my production team to implement. My sensitivity to and joy in color and print is, in my view, a result of my Middle Eastern heritage.
• Designed Couture collection, as well as Client private orders. • In charge of Design and pre-production of Ready-To-Wear Collection • Researched documentation, details, textiles, colors, fabrics and lines. • Designed all embroidery • Worked on toile’s for couture collection