Creative & Design consultancy weaving intuition, innovation & strategy into Brand Concepts and Sports Fashion collections.
Based in Hong Kong, with 25+ years global sportswear and fashion apparel expertise, I support brands transform future vision into commercial reality through creative and design 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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Cutting through the noise, thoughtfully curating and defining macro trends and innovations through intuition and deep analysis of global tendencies, consumer behaviours and markets
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Defining brand direction, sharpening or elevating DNA through visual and creative advisory, tailored to a need, brief or target group, aspirational and commercial.
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Transforming concept into actionable design and product direction, I lead and align teams through the complete design process and workflow to achieve high quality and meaningful results.
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Supporting cohesive collection building by delivering fast solutions in material, fit and product performance and innovation, while optimising consolidation, cost effectiveness, and durability.
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.