At COOL PLANET (Envogue Brand), I led the creative and strategic development of the Envogue brand across multiple categories. I aligned design direction with commercial goals, customer demand, and market trends.
At SPRING AND SUMMER, I led and mentored design teams, set creative direction, and developed guidelines for fabrics, trims, colours, and product detailing. At DOUBLE XL, I led collection development and planning, and took the “Mathaka” project from product development through creative execution.
At GFLOCK, I led linen and embroidery development across product ranges, combining creative innovation with commercial strategy. At HAMEEDIA, I led the design and development of the womenswear collection and represented it at “Mercedes-Benz Fashion Week 2016”.
My work has also included developing the “Leonardo menswear brand” and its exclusive linen collection, managing footwear and handbag brands as a Senior Buyer, and teaching fashion illustration and sketching. I work across fabric innovation, garment and design development, textile prints, and embroidery, and use Adobe Photoshop and Illustrator.

