process & approach

designing with intention - from insight to execution

My approach to building a collection is grounded in a clear, repeatable framework that connects market insight, brand strategy, and product innovation. Every season starts with understanding the landscape, then translating that into focused, differentiated product.

01. Grounded in the market

I begin by immersing myself in the market—analyzing runway, emerging trends, and competitive product. This is balanced with a deep understanding of our customer and how she lives, moves, and explores.

This phase is not just about observation—it’s about identifying white space and opportunity.

2. Align on strategy

I bring cross-functional leaders together across design, merchandising, and product development to align on business goals and category opportunities.

This is where we:

Pressure-test insights
Identify growth areas
Build a shared point of view

Blending market research with business direction is a critical step—and one of the most energizing parts of the process.

3. define the big ideas

From these conversations, I distill clear seasonal big ideas—focused narratives that guide the collection.

These ideas anchor everything:

What we stand for that season
How we show up differently in the market
Where we push innovation vs. build on proven franchises

4. build the vision

I translate big ideas into kickoff material—a curated vision that connects trend, color, fabric, and product direction.

This is where external inspiration meets internal strategy:

Trend → Brand POV
Concept → End-use clarity
Inspiration → Actionable direction

5. visualize the assortment

Using tools like Miro, I build and visualize assortments by shop and by month—ensuring clarity across outfitting, color balance, and product architecture.

This step allows teams to:

See the collection holistically
Identify gaps and redundancies early
Design with intention, not reaction

6. translate to product

From there, the process funnels into product creation—where concept becomes real.

Every product is designed to:

Solve a specific use-case/solve a problem
Deliver on performance and versatility
Fit into a cohesive, outfitted system

7. refine, edit, focus

Throughout the season, I continuously refine the assortment—colaborating with merch, editing down, zooming in & out, and balancing to ensure we are delivering fewer, bigger, more meaningful ideas.

My process is built to bridge creative vision and commercial clarity—ensuring that every collection is not only inspired, but intentional, cohesive, and built to perform in the real world.