GROOW FW2024

Following the successful launch of GROOW's SS2024 collection, I was honored to be hired as the Design Director for the brand. In this elevated role, my primary responsibility was to lead the design team and drive innovation for the FW2024 season. My journey began with setting the seasonal brand vision, creating detailed direction documents that provided a clear and inspiring roadmap for the entire team.

As Design Director, I played a pivotal role in motivating the design team, offering constructive feedback, and recommending improvements to enhance the overall quality and cohesion of our collections. I ensured that each collection not only met our high standards but also resonated with our brand ethos. My presentations to the sales and merchandising team were aimed at aligning our collective efforts and ensuring that our vision was effectively communicated across all departments.

A key aspect of my role involved developing monthly product stories to support marketing initiatives, thereby strengthening our brand narrative and market presence. I also spearheaded improvements in color standards, creating a robust system for color selection that enhanced the consistency and appeal of our products. Additionally, I oversaw the creation of Rapid Response products, providing critical feedback to ensure timely and high-quality outputs.

My tenure as Design Director at GROOW has been marked by a commitment to innovation, collaboration, and excellence, driving the brand forward and cementing its reputation in the competitive fashion landscape.