At the onset of PRIDE’s rebrand, I led the creative direction & Managing the process from beginning to end, of the brand’s first cut-and-sew collection, a pivotal moment in repositioning PRIDE from a graphic-driven streetwear label to a more elevated fashion brand built around seasonal collections.

I began the process by developing mood boards and creative vision systems that defined the aesthetic, drawing inspiration from emerging streetwear trends, textures, and fabrics that few competitors were exploring at the time. From there I would present it to the CEO, Creative director & Marketing Team to develop the vision further.

I than designed each garment from the ground up, creating original patterns, sourcing fabrics, and experimenting with textures, prints, and textiles to craft distinctive, staple pieces that would carry the new identity of the brand.

I partnered closely with the sample sewer during the prototype phase, iterating designs until each piece aligned with the vision of the collection. Beyond design, I led the process: scouting and hand-selecting models, curating complete looks, directing hair and makeup, and styling each talent head-to-toe.

I also managed location scouting and production planning, ensuring the shoot narrative reflected the brand’s new positioning. On set, I provided art direction along side of the CEO & Creative Director for photography and video, ensuring aspirational, trend-relevant storytelling came through in every frame. By driving the process from concept to final product shots and campaign assets, I ensured the rebrand delivered a cohesive, insight-driven, and culturally relevant collection that set PRIDE apart in the streetwear market.