Trained in London. Tried and tested in the US and Australia.
Design
I have been working as an apparel designer in the US and Australian fashion markets for over 15 years.
I have extensive experience in both mens and boys apparel and womens accessories, including advanced knowledge of knitwear, denim, swim, cut and sew, outerwear, wovens and print and graphic development.
I love cohesive seasonal range building, working through colour palettes including graphic and pattern highlights, outfitting and giving the customer every reason to build their wardrobe from your offering. Establishing faultless fits and aspirational brand loyalty.
Design is fulfilling a brief. Be it aesthetic or ergonomic or both. It’s taking as much research as possible and putting it through your filter and distilling the essence into an outcome. Research on customer, trend, market, colour, forecasting as much information as you can get your hands on. There is no right and wrong in design, only educated, informed, justifiable outcomes based on research and experience.
There is no right and wrong, only educated, informed, justifiable outcomes.
Sustainability
Whilst running the casual menswear division I developed and launched CR.DENIM “Low water denim” and Country Road’s first recycled content denim line. Partnering with mills and our suppliers to source fabrications that fulfilled our needs without endangering our margins, utilising our factory’s Jeanologia technology and engaging their EIM rating system to ensure we were certifying our processes.
In 2019 I took part in the inaugural “Legacy Fashion Summit” in Sydney alongside sustainability manager Lucy King.
I was part of Country Road’s sustainability committee to ensure that we were working collectively as a brand and sharing knowledge between divisions. Aligning our marketing, design and sourcing strategies so that our messaging was accurate, transparent and aligned.
I believe our survival as an industry relies on our moving forward together towards a sustainable and circular future. To make fashion sustainable it must become circular, we have to invest in the longevity of our business by investing in best practise.
Best practise for the planet and its people.
Presenting at Legacy Summit 2019 was a highlight in my sustainability journey as a designer.
Team
Over the last decade I have been building and managing successful teams at Country Road and Target Australia in the casual mens and kids design divisions.
A successful and effective team relies on clear communication and a shared vision and purpose. Ensuring every team member knows how they contribute and in turn affect the larger outcomes of the company is essential for building cohesive and stable team structures.
Celebrate the successes and learn from the mistakes together.
Education
Over the last 5 years I have been working with the RMIT Associate Degree in Fashion and Textile Merchandising on their “The Retail Initiative” project with both the Country Road menswear and Target Kids team. Setting industry accurate briefs and passing on real time industry insight to students is invaluable for them ,and being exposed to real innovation and fresh ideas is invaluable for us!
I am a member of the Industry Advisory Committee for the RMIT fashion faculty, and have personally hired many students from their courses. I believe industry involvement in tertiary education is essential.
I have also been involved in helping the the Collarts fashion programme with industry project feedback sessions.
Working on the RMIT Fashion and Marketing T.R.I project
Partnerships
I had the opportunity to design The AO uniforms for the Australian Open tennis tournament 2020. Working with Tennis Australia to outfit officials and staff.
Concentrating on fit and fabric for performance in extreme Australian conditions. A clear bright colour palette to represent Australian optimism and our unparalleled hospitality.
Clothing all Tennis Australia staff, all field of play officials including lines people and umpires and all security and tournament staff.
It was a colourful tournament!
“For those who love to play in the Australian open” Country Road 2020
Getting here…
Born and raised in the UK by two graphic designers, I completed a Bachelor degree of Fashion design with honours at Kingston University London before being offered a job at Abercrombie and Fitch after they visited Graduate fashion week.
Working at Abercrombie and Fitch I was dropped into the knitwear, accessories and cut and sew divisions, designing Menswear for the A&F parent brand. Learning from the best in the American industry during the brand’s many successful years.
Before I left the states I interviewed with Country Road’s creative director at the time, Sophie Holt. Sophie invited me to be the first Boys wear designer in the growing Kids wear division. I worked under Sophie for the next 7 years.
When the previous Country Road menswear designer left to head up NEXT menswear in the UK, I stepped up into the role. After nearly three years building up the mens casual team I was asked to move back to the kids division to be Design Manager, responsible for a design team of 8 and all categories across both boys and girls, and throughout newborn, kids, and teen lifestyles.
In 2020 I was approached by Target Australia regarding their role as Head of POV and trend for their Kidswear team, I ran the Kids/baby/teen design team for 2 years before moving my family to the coast. (Covid really puts things in perspective) I am currently senior global accessories designer for womenswear at Rip Curl. Enjoying the surf!