I started my tenure as a Design Director consultant in Concept Design at Gap in March 2022. I researched and developed macro trends, aiming to contribute to resetting the tone of the brand’s product offerings and overarching vision of evolution. In addition, I pitched collaboration concepts with the objective of repositioning Gap to attract a new generation of customers while reconnecting with the brand's heritage. I strongly believe that for a brand to thrive in the future that they will need to make intentional products that are grounded in values that resonate with their audiences. Connecting to consumers through storytelling and transparency of these values showcases how culture will become a soft power for brands to extend their value beyond products. I additionally researched and created women's trend reports for fashion week, and curated product trend pages for each season, highlighting key looks and items for the design team to work into. I strongly believe that the intention and growth of a brand should stem from concept, working interdependently in order to re-establish the importance of creating overall vision, story and product with a purpose.