I turn intuition, innovation & strategy into Sports Fashion.
concept. story. product. collection.
Based in Hong Kong, with 25+ years of global expertise in sportswear and fashion, I provide brands with future vision through creative direction and innovation, from leading design and development through to launch.
Specialized in hybrid sportswear, active lifestyle and performance-fashion systems across women’s and men’s, my work and collaborations are driven by a long-term perspective on meaningful brand building.
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Defining macro trends through intuition and deep analysis and market research of global tendencies and consumer needs, I shape patterns into future directions.
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Providing brand vision, sharpening or elevating DNA, I deliver visual and creative advisory, tailored to a need, brief or target group through compelling storytelling and campaign direction.
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Transforming concept into design and product direction, I lead and align teams through the complete design process and workflows to achieve high quality and meaningful results.
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Supporting cohesive collection building through material innovation, performance, fit and product development, I operate on excellence driving efficiency, cost effectiveness, and durability.
Consulting Work: Client - Giordano HK
Creative Director, Product Creation | Brand Launch FW25 China
Collaborated with the Giordano team to build a new DTC label, delivered creative direction, brand positioning, design and material strategy. Led cross-border team from concept to market-ready total-look collection for China market.
Credits & Collaboration: GC by Giordano Group / Xiaohongshu
Client: bbase Design Group Eyewear HK
Fractional Creative Director | Sports Fashion Eyewear 4.0
Led creative direction, from concept to final product collection, and aligning all assets and storytelling for global B2B clients campaign launch.
Concept 4.0, inspired by Olympic heroes, moving from Paris ‘24 to Milano Cortina ‘26, where athletic performance becomes identity, and cultural style.
Credits & Collaboration: bbase International Design Group.
Fractional Creative Director | Sports Fashion Eyewear 2.0
Partnered with bbase Design Group to define the vision for new B2B sports-fashion eyewear category.
Led creative direction multiple seasons, from design and product strategy to collection to launch, combining function, innovation and style through bbase’ leadership in sustainable manufacturing.
Credits & Collaboration: bbase International Design Group.
Client: bbase Design Group HK | Future Eyewear
Fractional Creative Director | Future Forecast Eyewear 25/26
Defined and structured the annual future forecast for bbase’s ‘State of the Vision’ B2B publication through macro trend foresight, analysis and creative direction.
Led team from vision and product direction through to campaign launch, integrating design, 3D and AI, delivering a new perspective on the future of eyewear.
Credits & Collaboration: bbase International Design Group.