When discussing collection design, it’s easy to misunderstand something “nice” as something strategically designed. Here is where I see a huge misconception: the role of a fashion designer can be replaced by someone with “good taste”, whatever that means. In reality, the role of a fashion designer is purely strategic.

When we design, we don’t do it randomly or create endless Pinterest reference boards to start from. Instead, the starting point is the ideal client and the brand ethos. Having a holistic approach to fashion means understanding the clothing collection as part of a broader concept: the brand’s universe. I work as your brand creative director to design clothes that represent your message, identity, values, client needs, and commercial strategy. They respond to and are a consequence of the brand identity. It is not a random act of creativity seeking something “beautiful”, whatever that means.

That’s why I can’t help with a collection if the brand lacks identity, hasn’t done any research about the ideal client, or has no story to tell. It would be like designing blindly, by chance, and looking for something “beautiful”, while instead, the brand desperately needs a commercial and brand identity strategy to support the collection design I’m going to do. I have worked with too many fashion brand owners hiring a fashion designer for the first time (100% life-changing decision) to delegate the collection design. They were guided more by intuition rather by a plan, making decisions on the go.

They were reinventing the wheel each time they launched a collection when, actually, there should be an underlying system so everything flows easily season by season. Stop designing randomly and do it through planning and predictability.

Just remember the client story I told you in MY POV. Even units, sizing and quantities are part of the design strategy.

HOW DO I GET YOUR BEST SIGNATURE COLLECTION?
By understanding that your signature collection is a representation of your story, brand values and message, with a perfect balance between creativity and strategy, understanding client needs, market competition and your opportunity for differential. 

THIS OFFER IS FOR YOU IF:

❌ You are using the sampling stage with the manufacturer to design through endless samples and tech packs (PLEASE, stop where you are!! THERE’S NO designing during the sampling stage).
✅ But you really want a signature collection that will bring tears to your eyes.

❌ You have endless Pinterest inspirational boards with garments that look “nice” while actually “nice” does not mean anything.
✅ But you are clear on what you do not want for your collection.

❌ You are reviewing fashion trends on your own to launch your signature collection, when actually, your brand needs to be recognizable and doing trends is the riskiest decision if you aren’t familiar with fashion timing.
✅ But you know you want something different and do not repeat the same designs you see everywhere.

❌ You keep thinking about what pieces you will take from your brand when, actually, your brand is not a reflection of your personal preferences.
✅ But you are open to learning from an industry expert what is required to get the perfect balance between your brand ethos & your client desires.

❌ You think your client is someone between 30-50 years old who loves fashion (worst ideal client description though the most I get from lost clients)
✅ But you are keen to delve further into all the analysis your brand needs to stand out.