I couldn’t agree more, and I’m thrilled to share your incredible talent and passion with our Walmart customers. Tell me about your process and how you brought your vision to life for the Free Assembly and Scoop spring collections.
Last year, I spent a lot of time learning more about each brand. I started attending the shoots, learning the aesthetics of the brands. I started to weave things together and prepare for the upcoming seasons.
I oversee the entire creative process for Free Assembly and Scoop, working closely with the design team and partners to align on the overarching themes to ensure that each collection is unified and tells one cohesive design story. My process is very much in anticipation of the final presentation across the entire campaign, so I’m heavily involved with brand marketing. It’s the thing I enjoy most in this role and with my own brand. The storytelling that surrounds any brand is just as important as the product.
What story are you telling with these spring collections?
Spring is always a favorite season of mine. It’s the time I feel most excited about as a designer. For example, with the Free Assembly collection, I wanted it to exude a sense of joy, optimism and color. I started to think about how that would all come together in the end, really making sure that the collection was presented in a way where it was all planted from the same seed. It’s ultimately a story about happiness and being together, blooming fresh and new.
The entire collection looks amazing. What are some of your favorite design elements?
Free Assembly is an extensive collection with more than 500 pieces across men’s, women’s and kids’ fashion. Silhouettes are designed to work together and there are coordinated options for the whole family.
We explored fresh but timeless trends that would last and be seasonless, including stripes, gingham, eyelet, spring fleece, color blocking and printed denim.