I am a professional with over 15 years of product creation experience with a strong background in brand building and over 12 years leading creative teams. I have proven skills in strategic planning and the creative implementation of holistic concepts that fit the respective brand DNA and develop it further. Throughout my career I've worked on a variety of aesthetic directions, from sportswear to streetwear to classic tailoring. I believe trends are ephemeral, style is not. Style comes from within and cannot be forced; it is an expression of an attitude and not an imitation of taste.
I'm responsible for elaborating the brand's aesthetic direction and executing the creative vision across all product categories. My experience in sustainability and my feeling for a contemporary style enable exciting new ideas and concepts: -setting the seasonal creative direction incl. mood, color, material and graphics -creative product responsibility for all product groups incl. bags, ready-to-wear and footwear -leading the global design team of 22 designers based in Berlin and Seoul -being the hub between product design, development, merchandising, marketing and art direction
I was responsible as head designer for the in-house fashion collections and collaborations: -elaborating creative ideas for the overall brand direction and each seasonal collection merging sports and streetwear -leading collaborations such as Pharrel Williams, Kanye West and Tom Dixon, Y3 -managing the respective design and development teams and collaborating with the x-functional heads -awards: best travel clothing 2014 (adidas by tom dixon, Travel&Leisure design Awards, USA)
I was invited to take over the creative direction of the brand for two seasons. I introduced a new collection structure with a mix of timeless and seasonal styles and implemented a new branding strategy. My work resulted in direct company sales growth as well as indirect revenues by extending the brand's reputation and "international mind-share": -setting the seasonal creative direction incl. mood, color, material and graphics -creating 2 high functional luxury collections -driving new material innovations -directing the marketing campaigns and sales departments with creative direction and content
I was responsible to define the aesthetic direction for the brand and implement the creative vision into products. With my experience I was asked to merge the brand's sport heritage with a contemporary style: -setting the seasonal creative direction incl. mood, color, material and graphics -creative product responsibility for all product groups incl. fashion, golf & ski -stimulating creative links and ideas between the fashion, golf and ski departments -presenting the final collection to the international markets -setting up a new team structure and leading a team of nine designers -nurturing the marketing and sales departments with creative direction and content
I was asked to create a strategy to re-position the mens collection to attract international clients with innova tive scandinavian minimalism: -setting the seasonal creative direction incl. mood, color, material and graphics -creative product responsibility for all product groups -driving creative ideas to celebrate refined minimalism combining simplicity, sustainability and functionality -leading the mens creative team -nurturing the marketing and sales departments with creative direction and content