What do you do at Genflow?
As the Head Of Apparel, I work with the designers and product developers, the factories and our clients on product strategies, apparel sampling, production and launches to create all kinds of apparel and accessories.

What were you doing prior to Genflow?
I’ve always worked in fashion buying: developing apparel across menswear, womenswear and accessories. My most recent gig was at Ralph Lauren.

How did you land this role?
Concerned with the demise of the high street and traditional retail I looked to where fashion was evolving. It was social media. After hearing about Genflow and meeting the team, I was so excited by the energy in the office and potential of the apparel division…this was two years ago. Time flies when you’re having fun!

The highlight of your time at Genflow so far?
The best part is always seeing product launch and sales coming through, especially when you see thousands of units selling out in minutes. Made even better by the growth in the team and being able to share that excitement.

Advice for someone starting new in the fashion industry?
Don’t be fussy about where you get fashion experience. If it's a brand you wouldn’t wear, you can still learn so much about fabrics, construction and the buying cycle. Then get to know what sells, not what you personally like.

Your favourite creator?
I love @thesaltyblonde, but also can’t match what @danaemercer is doing for body positivity and female empowerment right now.


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