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Hi! I’m Shafia Begum, a fashion designer I’m a freelance multi-product designer with 8+ years of industry experience, specialising in fashion and lifestyle products. I’ve led design for a department at River Island, delivering trend-driven, commercially successful collections. I work closely with brands to translate creative vision into market-ready products, offering end-to-end design support from concept to final delivery. Services include concept & trend development, range planning, product design, and seasonal direction.…Hi! I’m Shafia Begum, a fashion designer I’m a freelance multi-product designer with 8+ years of industry experience, specialising in fashion and lifestyle products. I’ve led design for a department at River Island, delivering trend-driven, commercially successful collections. I work closely with brands to translate creative vision into market-ready products, offering end-to-end design support from concept to final delivery. Services include concept & trend development, range planning, product design, and seasonal direction.

Shafia Begum

Designer, Illustrator, Art Director, +3

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Hi! I’m Shafia Begum, a fashion designer I’m a freelance multi-product designer with 8+ years of industry experience, specialising in fashion and lifestyle products. I’ve led design for a department at River Island, delivering trend-driven, commercially successful collections. I work closely with brands to translate creative vision into market-ready products, offering end-to-end design support from concept to final delivery. Services include concept & trend development, range planning, product design, and seasonal direction.…Hi! I’m Shafia Begum, a fashion designer I’m a freelance multi-product designer with 8+ years of industry experience, specialising in fashion and lifestyle products. I’ve led design for a department at River Island, delivering trend-driven, commercially successful collections. I work closely with brands to translate creative vision into market-ready products, offering end-to-end design support from concept to final delivery. Services include concept & trend development, range planning, product design, and seasonal direction.

Available to hire

London, United Kingdom

Hi!

I’m Shafia Begum, a fashion designer I’m a freelance multi-product designer with 8+ years of industry experience, specialising in fashion and lifestyle products. I’ve led design for a department at River Island, delivering trend-driven, commercially successful collections. I work closely with brands to translate creative vision into market-ready products, offering end-to-end design support from concept to final delivery.
Services include concept & trend development, range planning, product design, and seasonal direction.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Language

English

Fluent

Work Experience

Designer - Knitwear/Jersey at River Island

December 1, 2017 - April 1, 2019

Led and collaborated with the jersey team to develop a balanced commercial range from concept to final product. Interpreted design into RI DNA, produced flat sketches and tech packs, and managed handover from development to suppliers. Oversaw formal shirt and multi-product ranges to ensure cohesive brand look. Drove innovation across knitwear, introduced premium yarns and sustainable fabrics, and aligned designs with price points. Worked with Buying/Merchandising to review weekly trade, developed prints, and supported RI Studio premium, Active, and Holloway collections. Built industry trend decks, researched fabrics/techniques, and refined fabrication/fit. Coordinated with suppliers to resolve development challenges and ensured wearable, commercially viable outcomes.

Designer - Knitwear/Jersey at River Island

April 1, 2019 - March 1, 2020

Contributed to Womenswear Knitwear development and collaborated on the Design Forum collab with MW River Island. Produced sketches, CADs, and tech packs; supported trend research and garment development; ensured alignment with brand DNA and seasonal direction. Assisted in shaping look, feel, and commercial viability for knitwear collections.

Designer - Knitwear/Jersey at River Island

March 1, 2020 - August 31, 2021

Focused on developing new stitches, yarns, and techniques for knitwear; led changes in look and feel to refresh range. Managed supplier communications and material selection, and contributed to the RI Active and premium knitwear lines. Collaborated with cross-functional teams to ensure timely delivery from concept to production.

Designer - Knitwear/Jersey at River Island

August 1, 2021 - June 30, 2022

Delivered end-to-end knitwear collections, including RI Studio premium, RI Active, and Holloway lines. Created prints, mood boards, and colour concepts; developed technical specifications and ensured fit and fabric performance. Led innovation initiatives in knitwear and supported weekly trade reviews with Buying/Merchandising.

Knitwear Designer at River Island

August 1, 2021 - June 1, 2022

Led knitwear and jersey product development, delivering concept-to-production for commercial ranges and innovative knit lines (RI Studio Premium, RI Active, Holloway). Collaborated with the jersey team to maintain brand DNA, interpreted RI aesthetics into product, and managed supplier relationships to ensure quality and on-time delivery. Created flat sketches, tech packs, CADs, fabric specs, and development briefs; conducted trend research; prepared season trend and shop reports; supported press and lookbook production; contributed to collection direction across knitwear, prints, and embellishments; collaborated with Buying/Merchandising to respond to weekly trade and drive sales.

Knitwear Designer at River Island

March 1, 2020 - August 1, 2021

Continued leadership of knitwear and multi-product lines, ensuring designs align with brand DNA and seasonal direction. Managed handover to development, explored sustainable fabrics and yarns, and supported supplier collaboration to achieve quality and delivery targets. Developed technical packs, trend presentations, and shop-ready visuals for season launches.

Knitwear & Multi-Product Designer at River Island

April 1, 2019 - March 1, 2020

Drove product development for knitwear and multi-product categories, translating concepts into market-ready merchandisable ranges. Aligned with brand DNA, improved yarn/fabric selection, and facilitated information flow between suppliers and internal teams. Produced technical documentation and supported trend/season reporting.

Knitwear Designer at River Island

December 1, 2017 - April 1, 2019

Oversaw the formal shirt/multi-product category to ensure cohesive brand look and feel. Collaborated with suppliers and cross-functional teams to maintain design integrity and production feasibility. Contributed to trend research, prints development, and collection direction.

Designer at Top Man / Arcadia

July 1, 2013 - December 1, 2015

Promoted brand styling and coordinated visual storytelling in-store. Produced action plans to deliver visually compelling, sale-ready looks and collaborated with creative teams to ensure coherent brand presentation.

Designer at Top Man / Arcadia

July 1, 2016 - August 1, 2017

Designed menswear collections, maintaining continuity in styling and coordinating with the creative team to ensure consistent look across mannequins and merchandising. Led in-store visuals and contributed to seasonal trend planning.

Freelance Designer at Freelance / Self-Employed

January 1, 2026 - Present