I turn intuition, innovation & strategy into brand concepts, stories and sports fashion collections.
Based in Hong Kong, with 25+ years of global expertise in sportswear and fashion, I provide brands with a future product vision through creative strategy and innovation, from design and development through to launch.
Specialized in hybrid sportswear, active lifestyle and performance-fashion systems across women’s and men’s apparel, my work and collaborations are driven by a long-term perspective on meaningful brand building.
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Defining macro trends through intuition and deep analysis and market research of global tendencies and consumer needs, I shape patterns into future directions.
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Providing brand vision, sharpening or elevating DNA, I deliver visual and creative advisory, tailored to a need, brief or target group through compelling storytelling.
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Transforming concept into design and product direction, I lead and align teams through the complete design process and workflows to achieve high quality and meaningful results.
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Supporting cohesive collection building through material innovation, performance, fit and product development, I operate on excellence driving efficiency, cost effectiveness, and durability.
Client: Giordano Apparel Group HK
Creative Director - Product Creation | Brand Launch FW25
Collaborated with the Giordano team to shape brand identity, provide creative product vision, design and material strategy for a new label launch within the group. Guided cross-border team from concept through to a market-ready collection for China market.
Image Credits & Collaboration: GC by Giordano Group / Xiaohongshu
Client: bbase Design Group Hong Kong
Fractional Creative Director | Sports Fashion Eyewear 4.0
Led concept to product collection to B2B launch. Concept 4.0, inspired by Olympic heroes, moving from Paris ‘24 to Milano Cortina ‘26, where athletic performance becomes identity, and cultural style.
Fractional Creative Director | Sports Fashion Eyewear 2.0
Partnered with bbase Design Group to define the vision for a new sports-fashion eyewear category. Led concept to collection to B2B launch of multiple seasons combining function, innovation and style through bbase’ leadership in sustainable manufacturing.
Fractional Creative Director | Future Forecast 25/26
Defined and structured the creative vision for bbase’s annual ‘State of the Vision’ global clients publication through macro trend forecasting, analysis and design direction. Guided the team from concept through to B2B launch, integrating design, 3D and AI, delivering a new perspective on the future of eyewear.
Image / Video Credits & Collaboration: bbase International Design Group.