Curiosity, edited into direction.
I help fashion and lifestyle brands recognise what matters next—and turn that insight into a world people want to enter.
Creative instinct. Commercial clarity.
My work connects culture, consumer behaviour and aesthetics. I move from broad research to a precise concept, then help creative and commercial teams carry that idea through product, campaign, styling, retail and presentation.
Experience across fashion retail, forecasting and department stores has taught me that direction works best when it is both inspiring and usable. The aim is never trend for trend’s sake. It is relevance with character.
Based in Amsterdam and working internationally, I collaborate with brands, founders and multidisciplinary teams across fashion, beauty, wellness, interiors, travel and adjacent lifestyle categories.
“A strong concept does not decorate a project. It gives every decision a reason.”