Creative direction for all products, communication, branding, environment.
Managed design, art, merchandising and PR departments.
Crafted the vision and vernacular for all touchpoints of the brand.
Changed the opportunity for the brand from being commodity driven to being a loved and desired brand by buyers and consumers.
Fashion from concept, inspiration trips and trend reports, to garment design, fabric selections, bespoke mill fabrics, market leading wash developments, branding and launch.
Introduced Contour 360 jeans, great for everyday, stretch everyway.
Classic, Sophisticated, Chic and Modern.