I turn intuition, innovation & strategy into Sports Fashion.
Concept. Story. Product. Collection.
Based in Hong Kong, with 25+ years of global expertise in sportswear and fashion, I provide brands with future vision through creative strategy and innovation, from design and development through to launch.
Specialized in hybrid sportswear, active lifestyle and performance-fashion systems across women’s and men’s apparel, my work and collaborations are driven by a long-term perspective on meaningful brand building.
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Defining macro trends through intuition and deep analysis and market research of global tendencies and consumer needs, I shape patterns into future directions.
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Providing brand vision, sharpening or elevating DNA, I deliver visual and creative advisory, tailored to a need, brief or target group through compelling storytelling.
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Transforming concept into design and product direction, I lead and align teams through the complete design process and workflows to achieve high quality and meaningful results.
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Supporting cohesive collection building through material innovation, performance, fit and product development, I operate on excellence driving efficiency, cost effectiveness, and durability.
Consulting
Client: Giordano Apparel Group HK
Creative Director - Product Creation | Brand Launch FW25
Collaborated with the Giordano team as an interim consultant to build a brand identity, provide creative vision, design, fit and material strategy for a new label launch within the group. Guided cross-border team from concept through to a market-ready collection for China market.
Image Credits & Collaboration: GC by Giordano Group / Xiaohongshu
Client: bbase Design Group Hong Kong
Fractional Creative Director | Sports Fashion Eyewear 4.0
Led concept to product 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.
Image / Video Credits & Collaboration: bbase International Design Group.
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 seasons combining function, innovation and style through bbase’ leadership in sustainable manufacturing.
Image / Video Credits & Collaboration: bbase International Design Group.
Fractional Creative Director | Future Forecast Eyewear 25/26
Defined and structured the annual future forecast for bbase’s ‘State of the Vision’ publication through macro trend foresight, analysis and creative direction. Guided the team from vision through to B2B global clients launch, integrating design, 3D and AI, delivering a new perspective on the future of eyewear.
Image / Video Credits & Collaboration: bbase International Design Group.