2012–2018: ASOS OWN BRANDS
TECHNICAL THINKING AT SCALE.
THE CONTEXT.
Working within a rapidly growing global fashion business meant balancing creative ambition, development pace and the expectations of an increasingly diverse customer base.
Across two periods at ASOS, my work spanned womenswear product development, fit and grading, supplier capability and technical team leadership.
I managed technical development across demanding product categories, including evening dresses, tailoring and outerwear, working alongside Design, Buying and international manufacturing partners.
From garment engineering and fit approval to grading and production readiness, my role was to turn design ideas into products that met the requirements of the customer and the business.
On returning to ASOS, my responsibilities broadened into technical leadership, developing a team of 10–12 garment technologists and strengthening standards and ways of working across the department.
THE CONTRIBUTION.
CREATIVE INTENT, PRACTICAL DECISIONS.
Reinterpreting an archive garment involves more than reproducing its appearance. Fabric, fit and construction all influence whether the finished piece retains the character that made the original compelling.
My role was to work through those decisions with the wider team, bringing specialist technical judgement to the relationship between the design vision and what could be achieved in manufacture.
“This second season is the one that has us reaching for our wallets. Think same purity of fashion content, approximately 50% more wearability. At the London fashion week preview, there was a lot of fashion-editor love for an Ellery herringbone coat, just oversized enough to be special.”
— Jess Cartner-Morley, Fashion Editor, The Guardian, 26 October 2016.
WHAT ARE YOU WORKING ON?
Whether you’re developing a first collection or introducing a specialist product category, experienced technical input can help you work through material and construction decisions while protecting what makes the idea distinctive.