Menswear Design Lead with 10 years of experience in fashion design, brand building, and product development in retail. Elevated Westside's menswear category to become the highest contributor to the total business 28%, achieved by a strategic focus on product premiumisation and aligning design vision with commercial objectives. Currently leads a team of 8 designers, delivering over 1500+ options per season across 7 brands. This expertise is informed by extensive international exposure gained through prestigious events such as Première Vision, Pitti Uomo, and Kingpins.
Menswear Design & Creative Direction
Team Leadership & Talent Development
Brand Identity & Visual Merchandising
Cross-functional Collaboration (Buying, Merchandising, Marketing, VM)
Trend Forecasting & Market Research
Fabric, Fit & Product Development
Business Impact & Category Growth
International Fashion Exposure
Awarded 'Best Category of the Year' at R&R (22–23), driving accelerated sales growth, innovation, and premiumization across the portfolio.
Elevated Westside's menswear market share by 8% through strategic design and market alignment, culminating in representation at top international design fairs like Première Vision and Pitti Uomo.