GROOW SS2024

I was thrilled to be approached by GROOW, an exciting new brand under the Trendy Group umbrella in China, to help shape their design aesthetic and brand narrative. My journey with GROOW began with the creation of a comprehensive direction presentation that included meticulously chosen color palettes, innovative silhouettes, and intricate design details. This presentation became the blueprint that guided the entire team, aligning them with the brand’s visionary goals and ensuring a cohesive design approach.

Following this, I embarked on the creative challenge of designing five iconic pieces that would form the cornerstone of GROOW’s debut collection. Each piece was crafted with an eye for detail and a commitment to innovation.

To ensure precision and efficiency, I used AI and CLO3D to communicate all patterning and measurements to the product development team. This integration of advanced technology streamlined our processes and elevated the accuracy of our prototypes.

My journey then took me back to China, where I collaborated closely with the GROOW team, overseeing the fitting process and ensuring each piece met our high standards. During this time, I also played a pivotal role in merchandising products from various designers, weaving them into a unified and compelling collection.

This project underscores my capability to blend creative vision with cutting-edge technology, driving forward a brand identity that is both innovative and cohesive.