XTEP Winter 2020
This collection is inspired by winter weather alpine aesthetic and functionality. I have designed with convertibility in mind using cosy softshell for outerwear pieces, high-stretch seamless and thick, low-stretch seamless for baselayer items. This collection features bonded down-filled hybrid outerwear in several short and long length silhouettes.
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Women’s Creative Director
From 2019 - 2020
Designed Seasons:
Official Website: www.xtep.com
Categories:Women’s Pilates, Dance & Yoga, Outdoor, Run & Fitness, Seamless, Cut & Sew.
Project Summary
Directed Women’s seasonal creative direction across multiple seasons; established line architecture and design guardrails.
Delivered full design documentation and proto reviews
Issued fit feedback in partnership with the Xiamen PD team.
Provided product detail narratives to marketing for omni‑channel communication.
Commercial/impact : unknown
Regions/markets: China (6000 Stores across China and online sales (TMALL, others), focused on 1st, 2nd and 3rd Tier Cities)
Cross-functional:
Design & Product Development Team in Xiamen.
Design Agency
Campaign/storytelling:
5 seasons of Seasonal Creative Direction for all women’scollections, communicated product details to design team and marketing.
Scope & deliverables:
Set Seasonal Creative Direction for women’s, Developed Seasonal Marketing Strategy and stories, Seasonal Line-planning, Trend Forecasting, Demographic & Market research, Full Collection Design, Technical Specification packs, Merchandising, Manufacturer meetings, Fittings, Fit Comments & feedback to product development team.
Women’s Creative Director
2019 - 2020
