Creative direction
Customer insight, seasonal direction, brand expression and color stories.
04 / DesignFirst, a feeling.
First, a feeling.
Then, every
little detail.
Our design team turns a brand’s point of view into something you can wear. Artwork, handfeel, silhouette and assortment are developed as one story.
Open the design notebook ↓
The working notebookWhat makes
What makes
the collection?
Choose a layer to see the decisions behind it.
01 / Start with the customer
An idea with a reason.
Define the wearer, the occasion, the brand and the target retail. Build a direction that gives the collection a clear point of view before drawing the first piece.
The working tools: creative brief, mood direction, customer & channel lens.
Notebook imagery is an illustrative design study.
Licensed, with intentionA brand is more
A brand is more
than a graphic.
The identity should make sense in the garment.
We consider where artwork sits, how a repeat moves across fabric, which colors belong together and how a set reads at a glance.
Licensor guidelines and approval requirements belong in that process from the beginning. So do the retailer’s customer, price architecture and presentation needs.
Explore the brand portfolio ↗Ideas you can make.
Artwork & print
Placement graphics, repeats, scale, palette and coordinated applications.
Product development
Silhouettes, fabric and trim selection, technical specifications and sample review.
Merchandising
Line plans, sets and separates, assortment balance and retail presentation.