Apparel Design and product development specialist. In addition to 14+ years industry experience focused specifically in outerwear apparel design, I am the founder, owner and artist at DROOMER. I obtain a varied set of skills that I have cultivated and tended to over my tenure as a creative professional. At my last post as the Senior RTW Designer at Woolworths, overseeing the bulk of the womenswear portfolio (wovens, knits & knitwear), I had the ability to successfully implement and execute design strategies and briefs from concept through to pp seal stage, being integral and present along each stage of the supply chain. These included strategic seasonal runway/brand alignment and concept notes; mood, colour, print & key looks; tech pack creation & supplier briefing; fabric sourcing & briefing; fitting and seal approvals, as well as extensive international sourcing and supplier trips to procure product. More recently, I own and run a small business in which I create zero-waste garments from discarded fashion industry waste, as well as creating story telling pieces from Heirloom fabrics. This new venture and way of making was met with great acclaim and even an award as the winner of the Most Sustainable designer In South Africa. (Twyg Changemaker award 2023) Prior to these recent chapters in my professional career, I had worked as a menswear designer and trend forecaster, in corporate clothing (carefully learning and understanding the manufacturing process and the importance of technical design and product development on mass production) and in High end couture (as the lead designer overseeing a small couture team of makers for a well known local studio creating bespoke couture for retail and private orders)
Here I was in the care-of the bulk of the womenswear portfolio as the Senior Designer across Woven separates, Outerwear, Dresses, knitwear and knitted bottoms. Key functions included trend and design strategic direction, fabric and colour development, print design and development, product development through technical brief sheets and CADs, supplier and trend trips internationally, and range presentation to the executive team. My un-ending commitment to the progression of the industry led me to champion causes close to my personal ethos around greener transitions within the fashion industry. I advised and consulted frequently with the internal sustainability board within Woolworths as an expert on design, and greener design solutions. My incomparable knowledge on fabric, fit and colour led me to creatively as well as strategically, lead the womenswear team in continuous seasonal victories, as a key collaborator to my buying associates.
I creatively contributed to the success of the menswear division at Edcon, with in-house brand JET. Here I was instrumental in implementing and growing a first-of-its-kind trend and design department. With a newly instilled focus on design in the buying cycle, I was frequently attending international trade shows and design fairs to deliver future relevant product to the merchant teams. Here my varied design acumen, closely built supplier relations and trend conversion capabilities proved vital to the success of this mass chain retailer.
Droomer is my own sustainable clothing brand, a venture dedicated to crafting zero-waste garments by repurposing industry discards which has earned widespread acclaim. Recently, I was honored with dual distinctions as an Industry Change-maker in Sustainable Fashion and the Most Innovative Textile and Design Creator. Conceived in 2010 after my graduation in Fashion Design, this brand has intermittently coexisted with my corporate career. Throughout this journey, I've unveiled several runway collections and, in the interludes between corporate roles, operated as an independent designer, supplying exclusive outlets in Cape Town with my creations.