About me
I've always been drawn to what shapes a season.
For as long as I can remember, I've been curious about what comes next.
Not just the aesthetic of fashion, but the reasons behind it. What people are drawn to. How shifts in culture show up in product. And why some ideas resonate while others quietly disappear..
Over the past twenty years, that curiosity has taken me through almost every corner of the fashion industry - from design and product development through to trend forecasting and seasonal strategy.
I've spent my career studying what makes products connect with customers, and what helps brands stay relevant as markets, tastes and behaviours evolve. But over time, I realised something important.
The strongest seasons aren't built from trend information alone. They are built from Clarity.
Because knowing what's happening in the market is only one part of the equation.
The real challenge is deciding what matters for your brand, what deserves investment, and how all of those decisions come together into a season that feels connected, intentional and commercially relevant.
That's the work I'm most passionate about. Helping brands move beyond individual product decisions and build stronger seasonal direction.
I believe great product starts with clear direction.
The brands I admire most aren't necessarily the ones chasing every new idea.
They're the ones with a strong sense of who they are, what they stand for and where they're heading.
When that direction is clear, decisions become easier.
Product feels more connected.
Teams become more aligned.
And seasons become stronger.
That's why my work sits at the intersection of trend, colour, product and strategy.
Not to tell brands what to create, but to help them define what makes sense for them.