Partnered with the Swiss luxury group on a new business focused on craftsmanship and product integrity. The work centred on defining buying direction and global sourcing across home, lifestyle and apparel, helping modernise the craft narrative while broadening commercial appeal.

Supported the brand during a period of transition following its acquisition by Guess. Acting as a bridge between the two businesses, the work focused on laying foundations for European expansion, including new store openings, geo-specific buying, UK operational set-up and local market activation.

Worked alongside creative and commercial teams to shape product modelling and range architecture. The focus was on delivering considered range plans that stayed true to the house’s DNA while supporting expansion into new categories and price points.

Built and led the team across collection design and overall brand identity, including look books, content and retail. The brand launched successfully across premium global retailers, including NET-A-PORTER, Mr Porter, Selfridges, Browns, Lane Crawford and Nordstrom.

Industry mentor as part of the British Fashion Council’s programme supporting emerging talent. The role focuses on brand building and product strategy, offering designers access to senior creative and commercial guidance as they scale their businesses.

Worked between Los Angeles and London to define product strategy for the luxury knitwear brand. The focus was on building a clear merchandising framework to support the design team, resulting in a more commercial, efficient and well-balanced collection.

Supported the refreshed vision of this Farfetch-owned business through digital buying strategy. Drawing on multi-brand, digital-first experience, the work focused on men’s and women’s assortment strategy and helped transition the business from boutique retailer to global platform.

Supported the design team with product strategy to elevate the brand’s positioning. The work focused on refining the existing offer to appeal to a more premium customer, alongside developing a wardrobe-essentials sister line.

Advised the Swedish contemporary brand on international expansion through collection and product guidance. The objective was to increase global relevance and appeal to a more fashion-forward customer, supporting the brand’s move into international markets.

Worked with the creative director and team to extend the brand’s signature crinkle fabrication into new product categories. The focus was on product strategy that respected the brand’s cult status while expanding its commercial reach beyond swimwear.

Led the digital relaunch of a previously defunct, 110-year-old family business. Crouchers 2.0 is a homeware and lifestyle platform celebrating British brands and makers, with all elements self-produced, from photography and content to website build and buying.

Supported the brand with considered product merchandising to strengthen reach and sales. The work focused on recalibrating the collection, extending into elevated daywear and broadening appeal to a younger, more global customer.