Design direction
Woman posing outdoors in black wide-leg pants, black cropped top tied at waist, and chunky black boots, surrounded by green plants and trees.

My approach to design is analytical, integrating product strategy with overall business strategy. As a designer, it is crucial for me to thoroughly understand the brand, our customers, and market trends.

Throughout the sections: Products, Fabric Innovation and Sustainability I’ve demonstrated how my design process is business wide. In this section I’m sharing a number of other ways I approach the design process.

A woman in an olive green satin long-sleeve wrap top and matching high-waisted pants, wearing black high-heeled sandals, standing against a plain white background.

Data driven design

This jumpsuit was specifically created based on customer feedback. The designs were shared with customers before production, and it immediately sold out within two weeks, becoming a bestseller.

A woman wearing an olive green satin jumpsuit with a front tie and cut-out at the waist, posing with her arms raised above her head against a plain neutral background.

Iterative Design

I regularly employed the iterative design process, recognising that customers valued Aday's signature design features and core fabrics. As a direct-to-consumer brand, Aday’s customers cannot try products before purchasing. Therefore, incorporating familiar features and fabrics ensured they could confidently expect the quality they trust from Aday, which encouraged decision making and drove repeat purchasing.

Pair of gray work pants with black waistband, lying flat.
Woman wearing beige T-shirt, blue shorts, and white sneakers standing on a wooden floor against a plain background.
A woman with brown hair styled in a low ponytail wearing a white wrap-style long-sleeve top and beige high-waisted pants with a bow tie, standing against a plain background.
Woman with curly hair wearing a sleeveless cream top and blue pants standing against a plain background.
A woman with red hair wearing a vibrant blue blouse and dark pinstriped pants standing against a neutral background.
Woman with long, wavy red hair wearing a blue dress and gold watches standing against a plain backdrop.
Two women with different skin tones and hairstyles pose together against a neutral background, wearing high-neck, long-sleeve tops in beige and brown.
A woman with medium-length brown hair wearing a white t-shirt and black pants, standing against a plain off-white background, with her right arm bent and her hand near her face.

Minimal Waste design

Reducing waste was a priority in my work, driven by cost efficiency and the desire to minimise large-scale wastage. I prioritised working with factories that used pattern-cutting software to optimise fabric use.

This approach inspired me to develop a pant with minimal waste, eliminating unnecessary seams and maximising fabric utilisation.

Close-up of a person wearing a black and white striped top tucked into beige high-waisted, wide-leg pants with a tied detail at the waist.
Person in beige pants with elastic waistband and striped top places white smartphone in a back pocket.

Versatile Design

Designs that do more with less.

These styles can be worn multiple ways. This was a style signature of Aday’s with most of the pieces offering different ways to style and wear.

Two women wearing sleeveless off-white tops and blue pants, standing against a plain background. One woman is looking down, while the other is looking directly at the camera. An inset shows a close-up of a hand holding the edge of a shirt with metal snap buttons, revealing the fabric's texture.
Woman wearing a white top and blue shorts, holding the hem of her shorts with one hand, standing against a plain background.
A woman wears a white short-sleeve ribbed top and a blue wrap skirt.
A woman wearing a white top and a blue skirt with a bow.

Featured Projects

A woman in a yellow top with long sleeves, smiling with her eyes closed, and her arms crossed above her head, with her hands clasped.

Fabric Innovation

Person pulling at beige fabric of loose-fitting pants with a black waistband.
A woman with shoulder-length black hair, wearing a white sleeveless top and a dark skirt, holding small oranges with a metal fence, brick wall, and green plant in the background.

Sustainability

A woman in a stylish outfit with a black and white abstract pattern poses indoors.