Creative & Design consultancy weaving intuition, innovation & culture into Brand Concepts and Sports Fashion collections.
Based in Hong Kong, with over 25 years of global sportswear and fashion expertise, I support brands transform future vision into commercial product reality through strategic creative direction, product innovation, and collection development until launch.
Specialising in hybrid sportswear, active lifestyle, and performance-fashion systems, women's and men's apparel, my work and collaborations are grounded in a thoughtful, long-term approach to meaningful brand building.
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Reading the Future Through Culture
Combining intuition and expertise with deep analysis of culture, consumer, and market shifts, I translate macro trends and human meaning into a future directions. -
Shaping Meaning Through Narrative
Defining brand direction, and sharpening DNA through visual and creative advisory, I craft meaningful storytelling that is aspirational and commercial. -
Translating Vision Into Product
Transforming concept into actionable design direction and product strategy, I lead, guide and inspire teams through complete design processes and workflows. -
Designing Performance With Purpose
Providing support in creation cohesive collections through innovative material sourcing, product development, and fittings, I balance quality, durability and consolidation with operational excellence.
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 label 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 concept to 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 collections combining function, innovation and style through bbase’ leadership in 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, analysis and future 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.