Trend Strategy
Seasonal Trend Development
Directing global seasonal trend strategy across 7+ heritage brands, bi-annually.
Each season, the team needed cohesive trend narratives that could translate across 7+ distinct heritage brands — each with its own identity, consumer, and retail partnerships.
The challenge wasn't just identifying trends; it was building a seasonal point of view that felt authentic to every brand while holding one unified creative vision across the portfolio. I owned the process end-to-end — from early market research and competitive shopping through trend-book creation, team alignment, and final client-facing showroom presentations.
Research & discovery
Every season started with deep immersion. I led competitive shopping trips, trend-service analysis, and cross-industry research to build a foundation of insight. This wasn't about chasing what was trending online — it was about reading the cultural undercurrents, material innovations, and color shifts that would define the market 12–18 months out, then synthesizing them into a clear seasonal direction that became the creative north star for every brand.
Competitive analysis
Understanding the competitive landscape was essential to positioning each brand. I organized and led comprehensive comp-shopping sessions, documenting everything from pricing architecture and material quality to display strategy and assortment gaps. Those insights shaped not just design direction, but how we merchandised and presented each collection to retail partners.
Great trend direction isn’t about predicting the future — it’s about giving your team the clarity and conviction to design with purpose.
On trend leadership
Trend books & seasonal narratives
The trend book was the centerpiece of each season — a comprehensive document distilling months of research into a compelling creative narrative. Each included color palettes, material direction, silhouette evolution, hardware trends, and visual mood boards tailored to the specific brand and its retail partners. I designed and directed these books to be both inspiring and actionable: a tool the whole team could design from.
From book to showroom
The season ended where it mattered most: in front of the client. I translated each trend book into an immersive showroom presentation — aligning design, merchandising, and sales around a single story, then bringing retail partners into it. Getting it right meant balancing instinct with data, creative ambition with commercial reality, and brand heritage with cultural relevance.
