Profile
I am Simon a creative and innovative design leader with diverse expertise acquired from the global fashion and textile industry.
My experience includes successfully launching categories and scaling businesses, offering precise creative guidance, and constructing successful collections from concept to delivery – always with an unwavering focus on brand strategy.
I take pride in leading, developing, and coaching individuals, while also overseeing design processes, creating structure, and implementing strategies for efficient workflows. My proven track record shines through in the development of cohesive assortments that consistently yield impactful results.
Experience
PUMA- Design Team Head - Sportstyle Apparel Core & Kids -November 2019 – August 2023
In my role as the Design Team Head for Sportstyle Apparel Core & Kids at PUMA,I led a talented team of apparel designers in developing global lifestyle collections spanning WW, MW and Kids, apparel categories.
My responsibilities centered on fostering collaboration with cross-functional teams to conceptualise, execute, and meticulously align design strategies, consistently meeting crucial milestones. I guided our designs to authentically represent PUMA's distinctive identity, resulting in elevated brand aesthetics. This collaborative approach played a pivotal role in bolstering PUMA's global leadership in sportswear and lifestyle apparel.
My achievements encompassed strategic brand reinforcement, a leadership role in driving market-relevant design, innovative product execution, effective representation of design areas, cross-product collaboration, and the cultivation of a high-performing team dynamic.
My strong commitment to living our brand's values and my proactive efforts to improve how we do things were essential parts of my job. These achievements underscore my enduring impact on nurturing creativity, innovation, and brand excellence within PUMA's Sportstyle Apparel division.
Zalando - Design Lead - Womens Young Fashion - August 2017- July 2019
During my tenure as the Design Lead for Womens Young Fashion at Zalando, I had the privilege of spearheading design initiatives for two private label Direct-to-Consumer (D2C) brands. Managing a dynamic team of 10 talented apparel designers, I played a pivotal role in defining and executing the creative vision for these brands.
My role encompassed a wide range of responsibilities, all aimed at creating compelling and trend-forward fashion assortments. I set the creative guidance by developing innovative concepts that resonated with the target audience of young women. From these initial concepts, I meticulously guided the design team through the entire product lifecycle, ensuring that our designs were translated into captivating and on-trend collections.
I closely partnered with Buying and Product Development Leads to align design strategies with business goals and market demands. This collaborative approach resulted in cohesive and market-responsive product assortments that catered to various customer segments.
In addition to managing the design process, I set the tone for each customer segmentation, ensuring that our designs spoke directly to the preferences and aspirations of young women. This involved an in-depth understanding of market trends, consumer behaviors, and style preferences.
Misguided - Design Manager January 2017 -August 2017 (Contract)
My role as a Design Manager at Misguided was a dynamic and impactful experience, where I had the opportunity to lead and mentor a team of talented designers while contributing to the creation of innovative and cohesive fashion collections.
In this position, I played a central role in overseeing and guiding the design team in the development of collections that embodied Misguided's bold and trendsetting brand identity. I provided creative direction, trend analysis, and concept recommendations that aligned with the fast-paced and ever-evolving fashion landscape.
The fast-paced nature of the fashion industry demanded agility and responsiveness, and my role was crucial in meeting these demands. I worked closely with buying managers for monthly product sign-offs and coordinated with various teams to ensure timely product development and execution.
LC Waikiki - Womenswear Design Consultant -January 2015 – December 2016
In this role, I provided trend and product guidance to develop the women's soft assortment. I collaborated closely with the design and buying teams, offering creative direction and insights to ensure that the product offerings aligned with customer preferences. My role also involved working with global suppliers to develop products that met quality and design standards.
Arcadia Group Wallis- Established Designer -October 2013- January 2015 (Contract)
During my time at Arcadia Group's Wallis brand, I contributed as an Established Designer with a focus on dresses and resort wear categories. I was responsible for creating insightful and captivating storytelling concepts for these categories. Additionally, I led fit sessions and managed a team of junior designers, ensuring that the design vision was effectively translated into the final products.
Select Fashion - Freelance Head Designer -October 2012 – October 2013.
As a Freelance Head Designer at Select Fashion, I oversaw and led the design team in creating trend-led collections. I collaborated closely with the buying manager to ensure that the designs aligned with the product strategy and monthly sign-offs. This role further solidified my expertise in delivering designs that resonate with the target audience while adhering to business goals.
Specialty Fashion Group – Design Consultant - September 2011 – September 2012
During my time at Specialty Fashion Group, I served as a Design Consultant, contributing my expertise to the development of fashion assortments. I collaborated with cross-functional teams to create designs that aligned with the brand's identity and customer preferences.
Forever New– Senior Designer (Jersey)- January 2008 –September 2011
As part of the founding design team at Forever New, I played a crucial role in shaping the brand's identity. I focused on designing smart and casual circular knits, providing trend analysis, product recommendations, and overseeing the creation of design tech-packs. Additionally, I managed a team of designers, contributing to a collaborative and innovative design environment.
Dorothy Perkins Jersey & Knits Designer-January 2006 – December 2007
In this role, I specialized in designing fashion tops and knits for the UK womenswear brand Dorothy Perkins. I was responsible for creating designs for daywear, evening wear, and press collections, showcasing my ability to cater to a diverse range of fashion preferences.
Pacific Heights-Jersey & Knits Designer -September 2004 – December 2005
At Pacific Heights, I set up the jersey category for a knitwear supplier, focusing on developing knit and jersey collections for international brands and retailers. This role provided valuable experience in product development and collaboration with co-designers, buyers, and account managers.
Captive Clothing -Junior Designer- September 2002 –September 2004.
My early career in the fashion industry began as a Junior Designer at Captive Clothing, where I contributed to design development for UK high street brands and retailers. I was involved in trend research, creating tech packs, and presenting designs to customers, gaining foundational skills in the design process.
Education
BALI KAPHA YOGA - RYT 200 HR Yoga Teacher Training
PUMA - International Leadership program (ILP) 2021-2022
Manchester Metropolitan university - B.A Hon's Fashion Design with Technology 1998-2002
Liverpool College - BTEC National Diploma Fashion Design 1996-1998
Saint Francis Xaiver's college 9 GCSE’S grades A-C 1991- 1996
References available upon request.