Creative & Design consultancy weaving intuition, innovation & culture into Brand Concepts and Sports Fashion collections.
Based in Hong Kong, bringing over 25 years deep industry experience in global sportswear and fashion, I support brands in providing vision and solutions as a strategic partner through creative direction, from concept to commercialisation.
A system of services in brand, foresight, design and development leadership across women’s and menswear, I transform ideas into compelling stories, product, and collections to enable sustainable and long-term business growth.
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Reading the Future Through Culture
Combining intuition and expertise with deep analysis of culture, consumer, innovation 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 is future-focused, aspirational and commercial. -
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 in building cohesive collections through sourcing and innovation in material, function, product development, and fittings. Optimising quality, durability and consolidation with operational excellence.
Client: Giordano Apparel Group HK
Creative Director - Product Creation | Brand Launch FW25
Provided brand vision, creative design direction, 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/Xiaohongshu.
Client: bbase Design Group Hong Kong
Fractional Creative Director | Sports Fashion Eyewear 4.0
Led creative vision 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 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 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.