Creative & Design consultancy weaving intuition, innovation & culture into Brand Concepts and Sports Fashion collections.
Based in Hong Kong, with 25+ years of global sportswear and fashion experience, I partner with brands to define vision through deep industry insight, strategic thinking and future-focused design direction. I bring a creative and transparent, hands-on approach across an evolving landscape.
My practice provides a system services in brand, concept, design and development, transforming ideas into purposeful collections and long-term creative opportunities.
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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 International Ltd. HK
Creative + Design Director | Brand Launch FW25
Brand vision, creative direction, product and material strategy for the launch of a new brand within Giordano Apparel Group. Led the team from concept through to a market-ready collection for the China market.
Credits & Collaboration: Giordano International Apparel Group.
Client: bbase Design Group Hong Kong
Creative Director | Sports Fashion Eyewear 4.0
Led the project from concept to collection and B2B launch. Developed Concept 4.0, inspired by Olympic heroes and the evolution of sport from Paris 2024 to Milano Cortina 2026, where athletic performance becomes identity, and cultural style.
Credits & Collaboration: bbase Design Group.
Creative Director | Sports Fashion Eyewear 2.0
Led the project from concept to collection and B2B launch. Concept 2.0 reimagined sports eyewear through the lens of scuba diving goggles, where ergonomic shapes provide a bold aquatic aesthetic, with enhanced function, protective lenses and made of bio-based materials.
Credits & Collaboration: bbase Design Group.
Creative Director | State of the Vision 25/26
Defined the creative vision for bbase’s annual leadership eyewear publication through trend forecasting, research and future design direction. Led the team from concept to B2B launch, integrating design, 3D and AI to explore the future of eyewear.
Credits & Collaboration: bbase Design Group.