Clients
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Buying Direction
Partnered with the prestigious Swiss luxury group on an exciting new business which champions craftsmanship.
The scope of work focused on setting the product direction and sourcing from around the globe, covering all product areas including home, lifestyle and clothing.
The objective was to modernise the craft movement for it to appeal to a broader audience.
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Product Modelling
Collaborated with this iconic French fashion house with effective product modelling.
Worked closely with the creative director and sales teams to deliver considered range plans, with a globally minded commercial lens, built on data driven solid foundations.
The objective was to stay true to the house DNA whilst pushing the brand forward into new categories and price points.
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Digital Buying Strategy
Supported the team with the refreshed vision for this newly acquired Far Fetch owned business.
Leaning on my background in digital first, multi-brand buying, the collaboration focused on the men’s and women’s buy strategy.
This included a new formalised approach to working, that helped transition the store from a boutique to a global platform.
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Brand Expansion
Dagmar is a Swedish contemporary brand with a very successful domestic market.
The main objective was to help the brand gain international appeal through collection guidance that would attract a more fashion forward customer.
The brand is now stocked globally.
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Mentoring
The British Fashion Council is a creative force on the world stage. It pioneers world-class programmes that unlock and elevate British creative talent.
I am part of their mentor programme which gives their members access to industry experts across a variety of disciplines, with my speciality being brand building and product strategy.
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Product Merchandising
The Elder Statesman is an LA based luxury knitwear brand with a strong personality which uses exceptional yarns and celebrates hand-crafted methods of production.
Working between LA and London, the mission was to define the product strategy and create a solid framework upon which the design team can build the collection.
Leaning on both analytical and creative skills, the end result was a more commercial, efficient and well-rounded collection.
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Product Merchandising
Huishan Zhang is a Chinese born, London based designer specialising in luxury womenswear.
Supported brand with thoughtful product merchandising in order to take brand to next level in reach and sales.
Focused on recalibrating collection, extending into elevated daywear and broadening into a more youthful customer base.
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Brand Direction
Ninety Percent is a sustainable casual wear brand.
Built and led the team on the collection design and overall brand ID including, look books, content and retail.
The brand was successfully launched across a range of premium retailers, including Net-a-Porter, Mr Porter, Selfridges, Browns, Lane Crawford and Nordstrom.
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Category Development
Hunza G is a cult swimwear brand founded in the 80s. They created the signature one-size-fits-all crinkle fabrication.
Scope of work included working with the creative director and team on the product strategy which extended the reach of the iconic crinkle into new categories, such as cover-ups.
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Product Merchandising
Aligne is a London based sustainable womenswear brand which blends accessibly priced pieces with a luxe approach.
I supported the design team with their product strategy which included pitching up their current offer to appeal to a more premium customer base, as well as developing a wardrobe essentials sister line.
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Product & Retail Direction
Delos is a new luxury resort-wear brand which focuses on craftsmanship using artisanal production methods, the brands ethos celebrates the small, human made approach.
Working from collection 1 to help define the brand product strategy alongside securing distribution in key premium retailers.
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Store Build
This personal project saw a digital relaunch of my previously defunct 110 year old family business.
Crouchers 2.0 is a homeware and lifestyle store which celebrates British brands and makers.
All aspects are self-produced, including photography, content creation, website build and buying. All providing a rewarding creative outlet.