Langerie Athletics FW 2019
This slideshow displays three mini collections - streetwear, dance and outdoors inspired along with some reshooting of carry-over product. Shot on the beach near Guangzhou and in a beautiful refurbished sewing factory / museum space this shoot was both challenging and gratifying.
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Langerie | Huijie Group
Chief Creative Officer
From 2017 - 2020
Designed Seasons:
Official Website:
Categories: Women’s Pilates, Dance & Yoga, Outdoor, Run & Fitness, and Swimwear Collections, Seamless, Cut & Sew, Accessories
Project Summary
Built the brand’s end‑to‑end creative and marketing engine: seasonal narratives, line architecture, briefs, and design system.
Directed multi‑season product creation across Technical Bras, Cut & Sew, Seamless, Swim, and Accessories; authored tech packs and led fit governance.
Partnered with Sourcing/PD in Shenzhen and led art direction/styling for five seasonal campaigns.
Guided digital commerce storytelling across WeChat/TMall, elevating brand ID and value communication.
Commercial/impact : 15M USD in sales in the first year based on data scraped from sell through analysis
Regions/markets: China (Stores in malls and online sales (TMALL, others), focused on 1st, 2nd and 3rd Tier Cities)
Cross-functional:
Social Media, Sales & Marketing Departments, Photographer and team, Sourcing & Product Development Team in Shenzhen, HR, CEO/Executive.
Campaign/storytelling:
5 seasons of art direction & developing product campaigns for Langerie Athletics, provided feedback and guidance to Graphics & Marketing Team (WeChat/TMall) on improving brand ID, communicating product details/value proposition, photographic styling and art direction, brand differentiation.
Scope & deliverables:
Set Seasonal Creative Direction for the brand, Developed Seasonal Marketing Strategy and stories, Seasonal Line-planning, Trend Forecasting, Demographic & Market research, Full Collection Design, Technical Specification packs, Merchandising, Mill and Manufacturer meetings, Fittings, Fit Comments & feedback to product development team, Photoshoot planning, Art Direction, Styling.
Chief Creative Officer
2017 - 2020
