Leading the complete seasonal design process-from trend research to final photography-for 7+ iconic brands
Managing seasonal creative direction for 7+ global heritage brands requires balancing distinct brand identities with cohesive design strategy. Each brand - from Levi's rugged Americana to Calvin Klein's minimalist sophistication - demands authentic expression while maintaining production efficiencies across our portfolio.
As Design Director, I lead the end-to-end creative process: collaborating with brand partners on seasonal direction, guiding design teams through concept development, and ensuring every accessory - from belts to wallets - tells the right story for each brand while aligning with broader market trends.
I manage a design team and their brand AORs (areas of responsibility), helping develop their careers from associate to senior level while partnering with cross-functional leaders across merchandising, product development, and operations to drive company-wide seasonal strategy.
As Creative Design Director, I lead the complete seasonal development cycle from initial trend research through final campaign photography. Below are the key phases that define this process, showcasing how strategic direction and hands-on creative leadership come together to deliver cohesive collections for multiple heritage brands.
I lead the seasonal trend research process, synthesizing global market insights, competitive analysis, and brand-specific direction into cohesive trend boards. Working closely with our design team and brand partners, we identify the key themes, colors, materials, and styles that will drive each brand's seasonal story. This strategic foundation ensures our creative direction aligns with both market opportunities and brand DNA.
With trend direction established, I guide the design team through concept development. This phase involves translating seasonal trends into specific product designs tailored to each brand's aesthetic and customer expectations. I conduct regular design reviews, provide creative direction, and mentor designers to push their work while ensuring commercial viability. The result: a curated collection of concepts ready for brand partner review.
Representative design examples across multiple heritage brands
Once designs are approved, I oversee the technical development phase. This includes creating detailed technical drawings, developing materials and hardware specifications, and managing the process through our PLM system. I partner with product development teams to ensure samples meet quality standards while staying within cost targets. This phase requires balancing creative vision with manufacturing realities across multiple factories and brand specifications.
I lead comprehensive sample reviews at key milestones (midpoint and line finals) to evaluate product quality, brand alignment, and commercial potential. Working with photography teams, I art direct product photography sessions that showcase each piece in the best light. These images become the foundation for linebooks presented to brand partners for final approval. This phase requires keen attention to detail and the ability to make tough editing decisions to strengthen the final assortment.
The final phase brings everything together. I direct global seasonal photography campaigns, partnering with teams across merchandising, marketing, and operations to create compelling imagery for management presentations and showroom displays. This involves location scouting, talent selection, shot planning, and on-set creative direction to ensure the final campaign authentically represents each brand's seasonal story. These assets become the visual foundation for buy meetings and retail presentations that drive millions in orders.
At the end of each season or major project, I find it essential to step back and conduct an honest critique of our process. This reflection with the team helps us identify what worked well and what could be improved for the next cycle - ensuring every collection becomes an opportunity for continuous growth and refinement.