When I joined PRIDE Clothing, the brand was in the middle of an exciting rebrand, transitioning from continuous product drops to a more elevated model of seasonal collections and expanding into cut-and-sew garment design.

I spearheaded the full creative direction and execution of a multi-campaign collections, crafting a cohesive and aspirational fashion narrative from concept through final delivery. I developed the vision and design system, personally designing each garment, drafting patterns, and sourcing fabrics and production details to ensure elevated craftsmanship.

In collaboration with the creative team, I led the world-building process, scouting and hand-selecting models, curating head-to-toe looks, and overseeing styling, hair, and makeup. I also directed all aspects of production management and shoot execution, from casting and location scouting to on-set art direction, ensuring modern, trend-relevant storytelling.

Beyond creative direction, I drove seasonal product development and vendor negotiations, coordinated production shoots and merchandising rollouts, and managed cross-functional planning to ensure campaigns launched on time and within budget. By uniting insight-driven creative strategy with hands-on execution, I elevated product quality and storytelling, reinforcing brand consistency, cultural relevance, and aspirational positioning, while also achieving measurable operational results, including process improvements that reduced costs by 15%.