Vice President CALVIN KLEIN Close To Body
Leading Close To Body, key product division of the brand (Underwear, Activewear, Loungewear, Swim – Men & Women).
Redefined brand direction and led transformative product strategy.
Reorganized cross-functional teams (Design, Supply, Merchandising, Marketing, Sales).
Drove sustainable growth and renewed focus on product assortment.
Led two of the most viral campaigns in brand history with the launch of first underwear innovation in market - Infinity Bond, and launching the new product category Calvin Klein Shapewear.
︎ www.calvinklein.com ︎
︎ TMB youtube ︎
︎ calvinklein ︎
︎ WWD ︎
︎ Vogue ︎
︎ Vogue ︎
︎ Highsnobiety ︎
TMB is a modest athleisure label that offers fashionable an comfortable clothing to today’s modern women.
With diversity and eco-consciousness at its core, the label aims to champion community that believes that being modest is a form of liberatio rather tha restriction, regardless of backgrounds and beliefs. The collections encapsulate th essence o athleisure wear while elevating it for everyday dressing.
At TMB, our goals go beyond modest wear, and #WECHOOSE to inspire and empower all women to be their most authentic selves.
Original idea
Brand & Creative direction
Project & Production management
By my team & me
2021
KUALA LUMPUR, Malaysia
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︎ www.themodestbran.co ︎
︎ TMB youtube ︎
︎ themodestbrand.co ︎
︎ HARPERSBAZAAR ︎
︎ SCOOPE SENSE interview ︎
︎ /i am denim
A collaborative design project with real people for real people. /i am denim is a creative collaboration of ten different girls who work at Zara stores in some of the world’s most vibrant and dynamic cities: bringing with them a variety of inspiration and unique experiences.
The human condition is at the core of /i am denim; the power of individuality, the importance of identity, a spirit of living in the moment for the moment.
Original idea
Creative direction
Project management & Production
By my team & me
2016
ZARA TRF, A Coruña
︎ ES TENDENCIA ︎
︎ FASHIONERS ︎
︎ STREETERS ︎
Commercial Head dresses department ︎
Managing a team of 10+ people in-house (designers, buyers & pattern-makers) plus the teams in all the sourcing
offices and suppliers around the world.
Successfully implemented a management plan and creative direction within 6 months which revolutionised a team
with performance issues into the highest performers in TRF.
+100% increase in sales revenue.
Launched 2 of the most sold dresses in the history of Zara.
2018
ZARA TRF, A Coruña
offices and suppliers around the world.
Successfully implemented a management plan and creative direction within 6 months which revolutionised a team
with performance issues into the highest performers in TRF.
+100% increase in sales revenue.
Launched 2 of the most sold dresses in the history of Zara.
2018
ZARA TRF, A Coruña
ZARA TRF, A Coruña
ZARA TRF, A Coruña
︎ Join Life X TRF
As Head of Dresses Department, I was a key piece in the TRF commitment to ensure that, by 2025, all the cotton use inthe collections, linen and fibres produced from wood come from a more sustainable source and that all the polyester is recycled. We finalised the season of 2018 with 80% + of our collection of dresses being JOIN LIFE. Sustainable strategy for dresses department
Execution action plan Sourcing & production management to ensure standards Research and inovation development to reach sustainability goals
2017
ZARA TRF, A Coruña.
I M P R O N T A soulglasses ︎
I was born surrounded by glasses, it is my family’s business, so this work was just natural for me. I can say, this is one of the most enriching projects I have developed in my carrer, because at this time it was HELPING MY FAMILY using my skills and knowledge in a beautiful project my dad had started, creating his own design handmade sunglasses,
so I have been helping him creating the brand, the launching campaign, supporting social media and creating content to spread the product globally.
Branding
Packaging design
Launching Event Management
Web and e-commerce
Social media management
Production
Creative Content direction
By me
2019
Santiago de Compostela
︎ go to website
COLECCIÓN 1966 Optica Galerias ︎
I was born surrounded by glasses, it is my family’s business, so this work was just natural for me. It was a total reinterpretation of a family brand, from the store interior design to the company branding, implementing of social media, e-commerce and advertisement campaign.
This project is designed to provide an e-commerce platform as well, where other small businesses can promote their own products, using the potential of this brand.
Original Idea
Store Interior Design
Web and e-commerce
Social media management
Production
Creative Direction
By me
2016
C1966, A Coruña
︎ play full video
︎ DENIM CHARACTER
Campaign made for the new collection of denim fits, attributing each cut to represent the different character’s a woman of today has. The concept was advertised on the Zara worldwide webpage, labelling, and merchandising in the store. The video explaining the story behind each character was shown in the pilot store for all the countries around the world to ensure that the message behind the new collection was understood and correctly promoted.
Original Idea
Collection development
Content Production
Video Production
By my team & me
2016
ZARA TRF, A Coruña
︎ play full video
WHEN TRF IS ART ︎
Every child is an artist. The problem is how to remain an artist once we grow up / Pablo Picasso .
A project, collection and campaign for Special Collections made for the most important flagship openings around the world. Finding artists in our teams around the world and working with them to create a very unique and exclusive collection from their art and inspiration. This project in particular involved me working with the painter and illustrator David Drutinus, who is, as well as an artist, the commercial head of Zara France. Not only did this collaboration create a beautiful collection with stunning results. Moreover, it was an incredible experience working with him.
This project was also succesfully developed collaborating with differnt artists for the opennings of the flagships stores > Vasco de Gama (Portugal), Oxford St. (UK), Moscow central (Rusia).
Original Idea
Production
Creative Direction
Graphic Design
Media Management
By me
2017
ZARA TRF, Paris, London, Lisbon, Moscow.
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