Creative Direction
Creative Direction for Global Brands
Leading the complete seasonal design process — from trend research to final photography — for 7+ iconic brands.
The creative direction I set across these brands helped drive a +14% lift in average unit retail and a 4-point shift in the dress category — evidence that distinct brand identities and one coherent commercial strategy aren’t in tension when the direction is right.
Each season I direct the full creative cycle for 7+ of the brands in our 11-brand licensed portfolio — from Levi’s rugged Americana to Calvin Klein’s minimalist sophistication to Kenneth Cole’s modern edge. Each demands an authentic point of view; all of them ship on one calendar, against one set of production efficiencies. My job is to hold both at once.
That means owning the arc from color and material research through trend-board development, design concepting, tech-pack creation, sample review, and final campaign photography — and leading the team that executes it, so the work stays on-brand and on-margin without me in every review.
The seasonal design process
Each season begins 12–18 months in advance with global trend research. I collaborate with forecasting partners and our in-house team to identify emerging color, material, and silhouette trends that resonate across multiple brands and market segments. From there, I synthesize those insights into brand-specific trend boards that give design teams clear directional guidance — informed by market data, consumer behavior, and each brand's DNA.
Design leadership
Once trend direction is locked, I lead design development — mentoring teams, reviewing concepts, providing directional feedback, and ensuring each brand's visual strategy is executed consistently across product categories. I work closely with senior and associate designers across our US and international offices, offering real-time feedback that keeps collections on-brand while pushing creative boundaries. The goal is always to elevate each brand's market presence while respecting production feasibility and cost.
Innovation means nothing if it can’t be produced. The discipline is making the ambitious thing manufacturable — on the calendar, and on the cost sheet.
Technical specification & production
I work with technical teams to translate designs into detailed tech packs — ensuring specifications are precise, materials are sourced responsibly, and manufacturing timelines are realistic. This phase demands tight collaboration between design, development, and sourcing so the creative vision survives contact with the factory floor.
Campaign & photography
The season culminates in campaign photography — the moment brand storytelling becomes tangible. I direct shoots from concept through final imagery, ensuring the work lands cohesively across every touchpoint, from showroom to wholesale to digital.
