ABOUT ME
I am a seasoned and highly versatile Women’s Fashion Designer with over 14 years of experience designing across a wide range of categories, including women’s apparel, children’s wear, activewear, swimwear, and knitwear.
I specialise in transforming creative concepts into high-performing product ranges with a strong focus on design innovation, trend forecasting, and market relevance.
As a fashion designer, I offer a comprehensive service across all stages of the design process—from initial concepts and trend research to final designs ready for production. Whether you’re looking to develop new collections, refine your existing range, or launch licensed product, I provide tailored solutions that align with both aesthetic goals and business objectives.
With experience spanning Australia, the UK, and Europe, I have had the opportunity to work with both established brands and emerging startups, delivering innovative designs that resonate with customers and meet market demands. I have a strong background in designing across a variety of categories, including dresses, tops, trousers, skirts, activewear, swimwear, and denim, and I am skilled in the art of combining creativity with commercial insight to drive sell through success.
Denim dress design for Atmos & Here - The Iconic
Skilled in the art of combining creativity with commercial insight to drive sell through success.
Dress & print design for Atmos & Here - The Iconic
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Full-service design: End-to-end product development from concept to final design
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Multi-category expertise: Women’s apparel, children’s wear, fleece, activewear, swimwear, knitwear, and licensed products
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Trend forecasting and market analysis: In-depth understanding of global and local fashion trends, with the ability to translate them into commercially viable product designs
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Print, embroidery, and embellishment design: Expertise in creating unique yardage, placement prints, and intricate design details
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Garment construction and fit: Strong knowledge of garment fit, fabric properties (including BCI Cotton, GRS recycled fabrics), and finishes to ensure beautifully designed, functional products
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Brand and product strategy: Ability to develop cohesive product ranges that align with brand identity and meet consumer expectations
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Client presentations and collaboration: Strong experience in presenting design concepts, developing mood boards, and working with cross-functional teams to execute designs
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Fashion photography and creative direction: Experienced in overseeing photoshoots and styling to communicate design vision and brand story
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Technical CAD sketches: Proficient in creating detailed and accurate CAD drawings to bring designs to life
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Design Packs: Creation of comprehensive design packs for ease of execution by production teams
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Fabric sourcing: Expertise in selecting fabrics and trims that align with design vision and brand values, with a focus on sustainability and innovation
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Mood boards: Ability to create inspiring mood boards to communicate design concepts, color stories, and product directions
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Trend research and presentation boards: Skilled in conducting global trend research and creating engaging presentations for clients and stakeholders
What I Offer
Notable Previous Experience:
Design Manager / Lead Designer, Kidswear & Activewear for Wunsche Australia, Sydney (2021-2024) Supplier to Aldi and other Supermarkets / retailers:
Grew the Kidswear and Activewear categories from minimal orders to over 35 new contracts, generating $5M+ in gross profit in 3.5 years. Led all aspects of design, including trend forecasting, product concept development, and unique print designs. Designed successful family-themed promotions, including Christmas and Easter PJ sets, praised for their creativity and sales performance. Curated licensed product presentations and collaborations, including a plus-size apparel line with Ashley Graham.
Activewear Fleece design for Aldi Special Buys
Sleepwear and Print Design for Aldi Easter Family Promotion
Sleepwear and Print Design for Aldi Christmas Family Promotion
Christmas 2023 selling over 90% in the first week, sales results that were praised by the head of apparel buying at Aldi Australia
Senior Designer, Australian Brands Alliance, Sydney (2016-2019): Played a key role in launching and designing collections for four women’s fashion brands under The Iconic—Calli, Chancery, Tussah, and Atmos & Here. Managed design across multiple categories, including dresses, tops, trousers, skirts, activewear, fleece, and denim. Forecasted trends, developed design concepts, and worked with stakeholders to bring each brand's unique aesthetic to life.
Jersey & Knitwear Designer, Katies & Autograph, Sydney (2014-2016): Designed and developed jersey and knitwear collections, creating prints, sourcing fabrics, and ensuring design integrity and commercial appeal.
Women’s Apparel & Print Designer, Hurley Australia, Sydney (2013-2014): Designed a successful "beach active" collection, incorporating Nike fabrications and collaborating with men’s wear teams to ensure cohesive, trend-driven product ranges.
Women’s Swimwear & Apparel Designer, Aztec Rose, Sydney (2012-2013): Lead designer for swimwear and apparel, overseeing design, trend research, and creative direction of photoshoots and collections.
Design & Production Assistant, Milk & Honey, Sydney (2011-2012): Assisted in the design process, creating concept visuals, working with designers, and ensuring design vision was communicated effectively.
Designer, Mambo License, Sydney (2009-2011): Designed prints and collaborated on designs for the Mambo children's apparel line, contributing to creative direction and design development.
Notable Previous Experience:
Head of Women’s and Children’s Apparel / Senior Fashion Designer, Award Apparel, London (2019-2020):
Led design across multiple product categories, including jersey daywear and sleepwear for top-tier high-street brands such as Zara, Next, Primark, and M&S. Managed a design team and collaborated with senior buyers to create trend-driven collections.
