GROOW SS2024
I was thrilled to be approached by GROOW, an exciting new brand under the Trendy Group umbrella in China, to help shape their design aesthetic and brand narrative. My journey with GROOW began with the creation of a comprehensive direction presentation that included meticulously chosen color palettes, innovative silhouettes, and intricate design details. This presentation became the blueprint that guided the entire team, aligning them with the brand’s visionary goals and ensuring a cohesive design approach.
Following this, I embarked on the creative challenge of designing five iconic pieces that would form the cornerstone of GROOW’s debut collection. Each piece was crafted with an eye for detail and a commitment to innovation.
To ensure precision and efficiency, I used AI and CLO3D to communicate all patterning and measurements to the product development team. This integration of advanced technology streamlined our processes and elevated the accuracy of our prototypes.
My journey then took me back to China, where I collaborated closely with the GROOW team, overseeing the fitting process and ensuring each piece met our high standards. During this time, I also played a pivotal role in merchandising products from various designers, weaving them into a unified and compelling collection.
This project underscores my capability to blend creative vision with cutting-edge technology, driving forward a brand identity that is both innovative and cohesive.
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Design Director
From August 2023 to June 2024
Designed Seasons:
Categories: Women’s Pilates, Yoga, Outdoor, Run and Dance Collections, Seamless, Cut & Sew, Accessories
Official Website:
https://www.trendy-global.com/
Project Summary
Led and mentored a six‑person creative organization in Guangzhou instituting daily stand‑ups, clear critique and milestone gates.
Set brand seasonal narratives and aligned product stories to TMALL/XHS cadence and key shopping moments.
Translated 1st tier‑city consumer insights into briefs and line architecture across Pilates, Yoga, Outdoor, Run, and Dance.
Directed the design‑to‑dev engine from concept through proto reviews and fit governance
Synchronized with buying team in Shanghai and with PD/Sourcing in Guangzhou.
Partnered with mills/factories to unlock material innovation
Partnered with Sales and Marketing team in Shanghai to guid graphic design and marketing on product storytelling and differentiation.
Commercial/impact: collection launched successfully, salesunknown
Regions/markets: China (Online sales only (TMALL, XHS), focused on 1st Tier Cities - SH, GZ, SZ, etc…)
Cross-functional: Social Media, Sales & Marketing Departments in Shanghai, Sourcing & Product Development Team in Guangzhou, HR, CEO/Executive.
Campaign/storytelling: Participated in outreach (Run clubs in SH & GZ) and partnerships with local Pilates studios and influencers,provided feedback and guidance to Graphics & Marketing Team (SH) on improving brand building, communicating product details/value proposition, photographic styling and art direction, brand differentiation.
Scope & deliverables:
Mentored, Led, Inspired 6 person creative team (1 Design Manager, 1 Senior Designer, 2 Junior Designers, 1 Product Manager), Seasonal Direction for brand, Seasonal Marketing Strategy, Seasonal Line-planning, Trend Forecasting, Demographic & Market research, Collection Design, Technical Specification packs, Merchandising, Mill and Manufacturer meetings, Fittings, Fit Comments & feedback to product development team.
Design Director 2023 - 2024 https://www.trendy-global.com/
