Partnering with luxury, commercial and emerging fashion brands on brand identity, collection strategy, print storytelling and creative direction from inception through final product. Integrated AI-assisted design tools to accelerate ideation, streamline sampling and reduce costs. Designed and delivered seasonal print packages adopted by international retailers; collaborated on collection storytelling to enhance brand positioning and press visibility.

Senior Designer & Creative Consultant at Jimmy Choo

January 1, 2019 - Present

Partnered with Creative Director Sandra Choi to define creative strategy and print direction for women’s footwear, handbags and accessories, shaping seasonal narratives and global campaigns while contributing to Capri Holdings’ brand evolution. Collaborated with cross-functional teams across design, PR, merchandising, retail and digital to align creative output with commercial strategy. Produced high-profile collaborations with Jean Paul Gaultier, Sailor Moon, and Eric Haze. Shaped textile, print and embroidery strategies used in global campaigns. Developed digital proofing systems that reduced sampling errors and accelerated production timelines, improving design efficiency by over 20%. Supported Capri Holdings’ rebranding, ensuring visual storytelling and language aligned with luxury positioning and market aspirations.

Creative Director & Co-Founder at Alistair James London

January 1, 2016 - January 1, 2020

Co-founded and led the award-winning London Fashion Week brand, directing brand strategy, creative vision and collection storytelling. Defined and executed brand identity and positioning, growing the label to be stocked by Liberty, Net-a-Porter, luxury boutiques and Farfetch within two years. Secured Swarovski sponsorship; selected for the British Fashion Council’s Future British Initiative; awarded a position within the Centre for Fashion Enterprise (CFE).

Print & Textiles Designer at Alexander McQueen

January 1, 2010 - January 1, 2016

Created innovative artworks and fabric manipulations for pre-collections and mainline ready-to-wear. Led and mentored junior designers, managed workflows, and ensured cross-team collaboration to align design outcomes with McQueen's avant-garde identity. Produced repeat prints, placement prints, embroideries and fabric manipulations showcased at Paris Fashion Week. Developed pioneering textile innovations that became signature elements within seasonal collections, shaping long-term design language. Directed the Damien Hirst x McQueen scarf collaboration, achieving international acclaim and commercial success.