I lead design and creative direction with extensive experience shaping contemporary womenswear, brand identity and product strategy.

I have founded an award-winning ready-to-wear label, built a consultancy working with international manufacturers and most recently established Atelia Design, recognised as a Drapers Supplier of the Year finalist in 2025. I have worked on product development and design direction for a host of independent brands and established retailers including Topshop, Nobody's Child, Never Fully Dressed, Oliver Bonas, Anthropologie, Phase Eight, ASOS and Monsoon.

My work spans wovens, jersey, denim, knitwear and print, and I collaborate closely with mills and factories across multiple regions to refine fit, construction and product quality. I bring a strong graphic and commercial eye to everything I work on and value craftsmanship and innovation in equal measure.

I build strong design narratives, develop key-item strategies, strengthen supplier partnerships and mentor teams to deliver modern, relevant and commercially successful collections - integrating emerging technologies including AI to elevate concepts and accelerate development throughout the design lifecycle.