Trend Forecaster. Art Director. Creative Lead.
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I'm a forward-thinking, multi-skilled creative with trend forecasting at the heart of what I do. As a visual storyteller, I enjoy crafting fresh design concepts with rich narratives behind them, grounded by consumer insights, that clients can really buy into the story of in order to help sell to their customer base. In my current role of Kidswear Trend Editor for leading trend forecasting agency WGSN, I research, design and write key trend reports up to 2 years ahead of season; focusing on everything from key colour, materials and finishes, to what is driving the trend and what it will mean for brands, buyers and consumers.
I'm constantly on the look out for new and exciting things within culture, society and the design world that can feed into kids' lifestyle and fashion. My previous role at Pigment saw me work in-house as a strategic trend researcher, implementing trends within the business, helping to drive newness, build trend awareness and create products that really resonate. Working as a Creative Trend Editor for futures agency Trend Bible, I creatively directed the Baby and Kid's Lifestyle trend book; producing 4 commercial, inspiring stories per season for the sector, working 2 years ahead of season.
This role gave me real in-depth knowledge of the baby & kids industry. I also creatively led on Trend Bible's Festive Forecast, a new product that looked at gifting, tableware and decoration trends for the festive season. As well as this, I worked on bespoke trend application for the gift and greetings sector, curating and presenting trends and insights tailored to our client's needs and specific products.
Prior to this, my work within a creative studio for over 3 years as a designer and illustrator for Hallmark Cards gave me a chance to gain valuable experience in creating commercial product. I developed my own personal handwriting, illustrative style and understanding of the importance of considering both the consumer and design detail throughout the creative process. My current role, along with my previous roles, has allowed me to build up strong skills in Adobe CS.
I've seen my work go live onto Pigment product, created seasonal trend books that are sold to leading retailers, and presented trends and key consumer insights to clients across both the baby & kids and gift & greetings sectors. All of these are skills and areas I'm passionate about and wish to explore further in my career, transferring my expertise in both design industries to future roles. I'm an all-round hard worker and work well as part of a team or independently.
I'm a good mentor and an empathetic leader who looks to inspire, support and encourage creative collaboration within teams. I like getting to know new people, learning new skills and thrive on the joy of seeing initial ideas and concepts come to life.
Kidswear Trend Editor & Strategist - WGSN
(2022-08)
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Strategic Trend Researcher & Senior Designer - Pigment
(2019-03 - 2022-08)
Creative Trend Editor - Trend Bible
(2017-01 - 2019-03)
Promoted from Trend Analyst role, which I held from Jan 2016 - Jan 2017
Illustrator - Hallmark Cards
(2013-10 - 2016-01)
Designer - Hallmark Cards
(2012-09 - 2013-09)
Womenswear Design Assistant - Jack Wills
(2010-01 - 2010-12)
First class BA Hons - Fashion Marketing - Northumbria University A Level - Art, History and Textiles
AS Level - English Language
GCSE - History, Maths, RE, Textiles and other subjects
