Creative Direction for Global Brands
Leading the complete seasonal design process-from trend research to final photography-for 7+ iconic brands
Overview
Managing seasonal creative direction for 11 licensed global brands requires balancing distinct brand identities with cohesive design strategy. Each brand — from Levi's rugged Americana to Calvin Klein's minimalist sophistication to Kenneth Cole's modern edge — demands authentic expression while maintaining production efficiencies across our portfolio.
My role bridges trend forecasting, design leadership, and cross-brand strategy. I oversee the entire seasonal cycle: from initial color and material research through trend board development, design concepting, tech pack creation, sample review, and final campaign photography. This holistic ownership ensures each season delivers on our commitment to innovation while honoring each brand's heritage and market position.
The Seasonal Design Process
Each season begins 12-18 months in advance with global trend research. I collaborate with our forecasting partners and in-house research team to identify emerging color, material, and silhouette trends that resonate across multiple brands and market segments.
From there, I synthesize these insights into brand-specific trend boards that provide clear directional guidance to design teams. This isn't just aesthetic direction—it's informed by market data, consumer behavior, and each brand's unique market position and DNA.
Design Leadership
Once trend direction is locked, I lead the design development phase. This involves mentoring design teams, reviewing concepts, providing directional feedback, and ensuring each brand's visual strategy is consistently executed across product categories.
I work closely with senior and associate-level designers in 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 maintaining production feasibility and cost controls.
Technical Specification & Production
Design innovation means nothing if it can't be produced. I work with our technical teams to translate designs into detailed tech packs, ensuring specifications are precise, materials are sourced sustainably, and manufacturing timelines are realistic.
This phase demands collaboration with supply chain, sourcing, and quality teams. I review technical specifications, validate material selections against cost targets, and approve hardware and construction details. The result is a collection that's both visionary and executable.
Sample Review & Refinement
Sampling is where design meets reality. I oversee the complete sample review process, evaluating first samples against tech pack specifications and design intent. This involves collaborative reviews with product management, marketing, and brand teams to ensure every piece reflects our standards.
Multiple rounds of sampling, refinement, and approval happen here. I provide detailed feedback on fit, finish, construction quality, and brand alignment. The goal is perfection—both aesthetically and functionally—before production.
Campaign & Market Launch
The final phase brings everything together: campaign photography, brand storytelling, and market activation. I lead creative direction for seasonal shoot campaigns, ensuring photography captures the essence of each brand's design direction while resonating with our target audiences.
From location scouting to art direction, styling, and final image selection, this phase is about translating product and design excellence into compelling market narratives. The result is cohesive seasonal campaigns that drive both wholesale and consumer engagement.
Key Outcomes
This holistic approach to seasonal creative leadership has yielded measurable commercial results. Design direction contributed to a 14% increase in average unit retail year-over-year — a signal that customers responded to the quality and positioning of the product, not just the price tag. Across the portfolio, the Dress category gained 4 points of penetration while sell-through rates held steady despite higher price points, demonstrating that elevated creative strategy can move the market without sacrificing velocity.
Strong performance across Department and Specialty channels — with key retail partners tracking above prior year — reflects what happens when design, merchandising, and sales teams operate from the same creative north star. Over 6+ bi-annual collections across 7+ heritage brands, each season built on the last: tighter brand alignment, sharper trend foresight, and product that earned its place on the floor. The result isn't just beautiful work. It's a portfolio that performs.
Next Case Study
Seasonal Trend Development