Signature

Lee Signature was developed as a limited-edition women's capsule designed to reignite momentum in the brand's women's category. The campaign focused on rebuilding brand heat through elevated styling and authentic influencer partnerships, positioning Signature as a more premium and aspirational expression of Lee womenswear.

The creative direction centred on effortless styling, soft tones and a minimal, modern aesthetic, reflecting longevity and ease rather than trend-led fashion. My role spanned both product and brand execution, from designing ticketing through to owning and delivering the visual identity across social, retail and launch touchpoints.

Collaborations with Dom Elissa and Gabi Sullivan helped amplify awareness and expand reach within the female consumer segment. Lee's women's business grew 22% year on year, 20 new retail accounts opened and the collection generated strong incremental sales across two successful launches.