Creativity, for me, has always been about more than making things look good. It’s about understanding what something needs to say and finding the most honest way to say it.

My background is broad by design. Graphic design, product, fashion, moving image. I’ve worked in the atelier of Iris van Herpen, shaped visual strategies at Massimo Dutti, and led global collection content at HUGO BOSS from concept to screen. 

Working with ceramic artist Young-Jae Lee early in my career left a mark. Her patience, her dedication to material and process, the quiet joy of showing up every day to make something better. That stays with me.

I’m curious about why things are designed the way they are. What a collection is really trying to say. What makes an image land. That curiosity is where the work starts.