Taking a risk

With EN ROUTE, we completely stepped away from graphics and focused on creating timeless pieces that emphasized cuts, fit, and construction, unique designs intended to have life for years to come.

This marked a shift not only in our design philosophy but also in our customer base, as we began attracting a more fashion-forward audience whose loyalty and following steadily grew in response to the elevated direction.

For this collection, I led the creative direction of a full cut-and-sew line, further establishing PRIDE’s identity through seasonal collections that leaned into craftsmanship and storytelling.

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 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 carried the collection’s vision.

I partnered closely with the sample sewer during the prototype phase, iterating designs until each piece aligned with the creative direction. Beyond design, I led the world-building 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 elevated positioning of the collection.

On set, I provided art direction for photography and video along side with the CEO & Creative Director , ensuring aspirational, trend-relevant storytelling came through in every frame. By driving the process from concept to final product shots and campaign assets, I delivered a cohesive, insight-driven, and culturally relevant collection that both reinforced PRIDE’s growth in the streetwear market and aligned with the evolving expectations of our expanding customer base.