Creative & Design consultancy weaving intuition, innovation & culture into Brand Concepts and Sports Fashion collections.
Based in Hong Kong, I bring over 25 years of global design experience in sportswear and fashion, supporting brands define their vision through creative direction, industry insight and future-focused design.
A system of services in brand, trend, concept, and design across women’s and menswear, I transform ideas into stories, product strategies, collection development and sustainable business growth.
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Reading the Future Through Culture
Combining intuition and expertise with deep analysis of culture, consumer, trend and market shifts. Translating macro trends and human meaning into a future direction. -
Shaping Meaning Through Narrative
Defining brand direction, and sharpening DNA through visual and creative advisory. Crafting meaningful storytelling that connects consumer, product and culture. -
Translating Vision Into Product
Transforming concept into actionable design direction and product strategy, and guiding and inspiring teams through design process, milestones and workflows. -
Designing Performance With Purpose
Providing support across design execution, material sourcing, technical development, and fittings.
Optimising aesthetics, durability and consolidation to shape the collection through a thoughtful approach..
Client: Giordano Apparel Group HK
Creative Director - Product Creation | Brand Launch FW25
Provided brand vision, creative direction, design and material strategy for the launch of a new brand within Giordano Apparel Group. Led cross-border team from concept through to a market-ready collection for the China market.
Image Credits & Collaboration: GC by Giordano.
Client: bbase Design Group Hong Kong
Fractional Creative Director | Sports Fashion Eyewear 4.0
Led the project from concept to collection and 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
Led concept to collection and B2B launch. Drove design direction and strategy of multiple collections combining function, innovation and style through the lens of sustainable manufacturing. Concept 2.0 Scuba Vision, took cues into the future of diving, goggles and technology.
Fractional Creative Director | Future Forecast 25/26
Defined creative vision for bbase’s annual leadership ‘State of the Vision’ eyewear publication through trend forecasting, research and future design direction. Guided the team from macro 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.