Side Party

I was the Creative Director of Side Party (2015-2019), a London and Seoul based womenswear brand, stocked by big and small retailers around the world, from ASOS, Urban Outfitters and Topshop to Lisa Says Gah, Hutspot Amsterdam and Kure Brussels.

Working with a small team of designers and merchandisers, I was responsible for setting the creative direction of 4-yearly collections, combining the trends of K-fashion and London style in a cohesive, forward-thinking manner. Tasks include: mood board preparation, trend analysis, market research, artistic direction and photography for lookbooks, campaigns and product shoots, overall brand strategy.