Loukia Hay
I’m a highly experienced womenswear design and creative consultant, with over two decades of shaping contemporary and luxury ready-to-wear collections. I specialise in concept and brand storytelling, design, and development - delivering commercially relevant yet elevated collections with a strong emphasis on fabric, cut, and finish. My approach combines deep technical knowledge with a modern, intuitive understanding of the womenswear market. I work closely with brands through the process, from initial concept through to collection presentation, ensuring a cohesive and considered approach across product and wider brand identity.
• Led the design and direction, with founder Lee and art director Vanessa Coyle, on 4 luxury collections annually, adding a directional and editorial edge while maintaining the brand's authentic handwriting. • Conducted extensive research and sourcing to inspire seasonal tone, ensuring exceptional fit and finish by leveraging deep technical understanding of fabrics, drape, and garment construction. • Contributed to the brand's identity and relevance in the contemporary market, ensuring cohesive storytelling, range, and refined aesthetics, resulting in an increased global wholesale success.
• Collaborating closely with Hayley, the brand’s founder, to curate and refine the brand’s signature pieces, ensuring they resonate with the contemporary womenswear market whilst encapsulating the brand identity for AW23 & SS24.
• Led design and development for wovens, focusing on workwear, outerwear, dresses, and tailoring, ensuring cohesive storytelling and refined aesthetics. • Conducted extensive research, high-level presentations, sketching, technical development, fabric selection, and fitting, leveraging deep technical understanding of fabrics and garment construction. • Collaborated with the sustainability team to ensure processes, suppliers, and products were consciously considered at all points of development and production.
• Designed, developed, and launched the capsule dress collection to sit alongside the existing product for this luxury independent knitwear brand. • Led the creative direction, ensuring cohesive storytelling and refined aesthetics, resulting in exclusive buys from Net a Porter & Matches. • Collaborated closely with the team to ensure exceptional fabric, fit, finish, and close attention to design details.
• Led the design team for AW19 & SS20 wovens, developing core brand design codes to elevate this British heritage brand. • Collaborated with creative director Jo Sykes to transform denim product and branding, ensuring alignment with the brand's vision and market trends. • Extended role from maternity cover to consultancy, driving creative to elevate the brand's identity and product offerings.
• Working with Barney's buying team, designed and developed their capsule private label collection working direct with factories and mills in Italy. • Product was elevated with high levels of finishing and workmanship in tailoring and knitwear. • Role required travel to Italy for fittings and sourcing, meeting the team in New York team to present the collection and launch for market.
• Design direction for Bulgari LVMH accessories, leather bags, and eyewear collections, collaborating with the design and artisan team in Florence to create a modern vision for the brand. • Created the original design for the iconic “Serpenti” bag, which continues to be Bulgari's best-selling collection, showcasing a strong design portfolio and refined aesthetic.
• Led the concept, design and development of pre & mainline womenswear collections, along with additional capsule lines for Resort, Bridal, and accessories - reporting directly to Matthew and working closely managing the design team and process, and in-house atelier.
• Contributed to every aspect and stage of the research, design, and development of the mainline catwalk collection, ensuring cohesive storytelling and refined aesthetics. • Presented ideas and concepts to Creative Director Sandra Hill, designing into specific product groups and ensuring alignment with the brand's vision. • Extensive travel for development & fittings at Gibo in Italy, assisting the final collection launch and preparation for the show for London Fashion Week.