OBRANI FW 14-15
As creative director, I led the commercialisation of the brand's collection strategy, turning a strong design identity into a scalable, market-ready proposition.
Year
2014
Scope
Creative Direction
Client
OBRANI
The collection draws on a renewed perspective on contemporary art and architecture, reimagining feminine silhouettes through bold geometric forms - shapes that work in harmony with the natural lines of the female body rather than against them. Architectural influence takes physical form in structured leather pieces, each treated with a distinctive post-processing technique that elevates the material into a statement of high-tech luxury. Meanwhile, the softness of silk and the gentle warmth of wool bring a fluid elegance, keeping romance central to the collection's narrative.
Challenge
The brand needed to shift from a highly conceptual, design-led approach towards a commercially sustainable model, one that could scale in production and appeal to a broader international market, while preserving the creative integrity that defined its identity.
Solution
I led the development, production and brand positioning of the collection, managing a team of 10 across design and production while coordinating with buyers, fabric suppliers and press. I directed the collection from concept through to market, maintaining relevance and identifying new positioning opportunities, and expanded sales into the EU, Middle East and USA markets, achieving a 215% increase in sales volume within a single season. Alongside this, I optimised production planning to align with international market schedules and maintained strong relationships with fabric suppliers and manufacturers across the European production network.
