WORK
My work combines brand strategy, creative direction, product and collection development, and market insights to help fashion, lifestyle and luxury brands grow and evolve. I approach each project as an integrated partnership, bringing together strategic thinking and creative leadership to support clients at key moments of brand development, market repositioning or business transformation.
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The projects below reflect the breadth and depth of my work across these disciplines.
BRAND
STRATEGY
I help brands define and refine their positioning in the market. From crafting brand identities to developing market strategies and storytelling frameworks, my work in this area focuses on clarity of vision and commercial alignment.
SKÉUO
Brand Identity and Direct-to-Consumer Strategy
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SKÉUO was an independent menswear label I founded and directed from concept to launch. The brand explored a restrained, sculptural approach to men’s dressing, with an emphasis on construction, materiality, and understated elegance.
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My role encompassed defining the brand’s strategic foundation:
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Developing the core identity, visual language, and brand narrative
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Building a direct-to-consumer strategy centred on editorial storytelling and product intimacy
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Shaping a market positioning that bridged luxury craft and modern essentials
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Key outcomes included:
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A cohesive brand world brought to life across product, imagery, and tone of voice
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A content-driven commerce model designed to foster loyalty and deepen engagement
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Insights into the dynamics of launching and sustaining niche luxury within an independent framework
n'ko (Vlisco)
Brand Development and Collection Strategy
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​n'ko was a ready-to-wear concept I led as part of Vlisco’s strategic expansion into contemporary fashion. The project aimed to collaborate with young African artists in printmaking, translating their work into a modern RTW collection for new markets, with an identity distinct from the core brand.
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My role encompassed defining the brand’s strategic and creative direction:
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Developing brand positioning, identity and narrative to frame the new brand
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Shaping the collection concept, product storytelling and material direction
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Aligning brand and collection strategy with broader market opportunities and consumer insights
Key outcomes included:
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A cohesive brand and collection concept designed for high-street fashion positioning
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Strategic frameworks and creative direction to support future market introduction
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Insights into the challenges and opportunities of brand diversification within a heritage luxury context
CREATIVE
DIRECTION
I lead creative direction across brand campaigns, content, and visual storytelling, helping brands translate strategic vision into compelling consumer experiences. My work spans concept development, art direction, styling and multi-channel storytelling, shaping how brands express their identity across platforms and touchpoints.
Vlisco
Creative Direction and Campaign Strategy
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Vlisco is a heritage luxury textile brand with deep roots in African fashion and culture. I led creative direction for key brand campaigns, working to reposition the brand for contemporary audiences while celebrating its distinctive aesthetic and cultural significance.
My role encompassed:
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Leading creative direction for seasonal brand campaigns and content
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Developing campaign concepts, visual storytelling and art direction
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Collaborating with external creatives and stylists to interpret the brand’s identity in a modern context
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Guiding campaign production across photography, video and digital platforms
Key outcomes included:
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A refreshed visual language for the brand, aligned with a more contemporary market positioning
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Multi-channel campaign content across digital, print and retail environments
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Stronger alignment between Vlisco’s heritage narrative and modern fashion trends
de Bijenkorf
Creative Direction and Campaign Development
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de Bijenkorf is the Netherlands’ leading luxury department store. As part of the Creative Office, I collaborated across buying, marketing, store design, e-commerce and social teams to shape the brand’s creative direction and fashion storytelling.
My role encompassed:
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Leading creative direction for fashion campaigns and in-store concepts
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Directing and styling photoshoots for @debijenkorf_man, the brand’s dedicated menswear Instagram account
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Developing creative concepts for windows, pop-up stores and brand activations
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Shaping visual storytelling and content across digital and physical brand touchpoints
Key outcomes included:​
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Distinctive seasonal campaigns and in-store experiences
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Stronger integration of fashion storytelling across the brand ecosystem
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A refined menswear identity through dedicated creative direction and content
PRODUCT
STRATEGY
I work with brands to shape product and collection strategies that align creative vision with market positioning and business goals. My approach combines concept development, material and product direction, and storytelling, ensuring that collections express a cohesive brand narrative and meet the expectations of today’s fashion consumers.
SKÉUO
Collection & Product Strategy
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For SKÉUO, I led the development of the brand’s collections, shaping the product vision from concept to realisation. The collections explored a sculptural, refined approach to menswear, with a focus on materiality, construction and understated elegance.
My role encompassed:
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Defining collection concepts and product narratives
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Developing silhouette direction, colour stories and material palettes
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Researching and sourcing fabrics, trims and finishes aligned with the brand identity
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Creating and refining patterns, toiles and technical packs to guide production
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Overseeing prototyping and garment development to ensure design integrity
Key outcomes included:
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Cohesive, strategically positioned collections expressing the brand’s aesthetic and values
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Thoughtful product storytelling connecting fabric, form and brand narrative
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End-to-end collection development, from creative concept to technical realisation
MARKET
INSIGHTS
I help brands anticipate and respond to emerging consumer behaviours, cultural shifts and market dynamics. My work in trend and market insights combines qualitative research with creative analysis, shaping strategic narratives that inform product, brand and marketing decisions.
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de Bijenkorf
Trend & Market Insights
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As Senior Creative Designer at de Bijenkorf, I was responsible for defining the company-wide seasonal fashion direction across menswear, womenswear and home. These strategic narratives guided buying, merchandising, styling and campaign development, ensuring a cohesive brand expression aligned with market trends and consumer expectations.
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My role encompassed:
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Researching and analysing emerging fashion and lifestyle trends
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Developing comprehensive seasonal direction stories for internal teams
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Aligning buying and merchandising strategy with identified trends
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Shaping creative direction for campaigns and in-store experiences through trend-driven insights
Key outcomes included:
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Strategic narratives adopted across departments to guide buying and creative decision-making
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Enhanced alignment between product selection, styling and brand storytelling
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A more cohesive and market-relevant brand expression across channels