Reserved

Reporting to the LPP Art Director, I led a team of five designers on Reserved’s image collections, including the Womenswear Sustainable Premium Collection and Re.Design, delivering around 240 styles per season.

These were the collections built to carry the brand’s image, each launched with a campaign and PR behind it.

I owned seasonal concept and direction for the image collections, from the first idea through to the product that fronted the campaign.

I drove material selection and sustainable product decisions at collection level, years before EU textile regulation made them mandatory, and ran the market monitoring and trend analysis that fed concept direction and material choice.

• Design Leadership
• Creative Direction
• Sustainable Premium
• Re.Design
• Trend Analysis
• Team of 5