Victoria's Secret
Victoria’s Secret is a company focused on lingerie design and feminine beauty products. It stands out for its marketing, market segment, current positioning and above all, for the fashion show that takes place every year with supermodels.
A work carried out as an assistant designer for the Pink, VerySexy and Angels departments. Guiding a research of fashion articles, trends and developing storyboards.
Limited Brands Inc - Bath and body works Inc.
Headquartered in Ohio, USA. Bath and Body Works is a brand of body products, the most popular of the Limited Brands conglomerate. It offers shower gels, lotions, scented mists, perfumes, creams, candles and home fragrances. In 2006 their net sales were $2.3 billion, slightly higher than Victoria’s Secret at the time.
I was involved in developing the packaging for different items, working directly with the creative and marketing department to create packaging that was visually appealing, but most importantly met storage needs. Different prototypes were particularly designed, testing different features in each one.
Transformable Fashion
A company characterized by the implementation of convertible fashion; garments that fit different styles. A project where we tried to plan from scratch, bringing together different aspects that would make up this brand.
Perform market analysis, identify the GAPS, create a Focus Group and study the results. Then, we created sketches and first garments, considering adjustments in terms of fitting. Finally, we set up the digital platforms of this brand and developed its positioning in social networks, carrying out content creation in photography and video.
Currently I am part of this brand, my work is always changing depending on the needs that arise. Also, as a designer, the taste for integrating into passionate projects like this will always exist.
Lucy Paris
A company that dresses women, inspired by women. Originated in New York but currently based in Los Angeles. It focuses on women who love life and what they do; entrepreneurs, influencers, moms and young women. It is a contemporary concept that is inspired by Parisian, modern big apple and a feminine touch of LA sunshine.
I searched for ideas, found concepts, developed sketches and then made them a reality. A work that used a lot of creativity and authenticity in each of the collections. I searched and found references to create clothes that would have a positive impact on the wearer; the different phases of the project were presented to finally produce around 10,000 garments directly.
I traveled to different parts of the world to present the collections, talk about them and present them. I was part of different events and catwalks where the goal has always been to empower women through garments and outfits that help them express their personality.
The Fashion Attic
A company that is characterized by offering closeout from different boutiques, with unbeatable prices for high quality standards. They keep different styles, they try to make you save money while you look great. They offer a wide variety of sizes through their social networks, website and their own app.
My job was to discover garments in different parts of Los Angeles, make them stand out and promote them on digital platforms. I was creating videos and photos to post. Also, I was the host of the Live that took place on Facebook. I was presenting on a platform of 200,000 followers and promoting the garments. We were posting 20 pieces of content every day.
I also made a clothing line that was defined in two words: Messy and conservative. I studied the market and the characteristics of the target to find the GAPS to take advantage of. Then, we decided to design and create the garments to sell them through pre-sales. During this time the brand sold 1.2 million dollars.
With Us
For this company we created a brand called “Spread The World”, with a focus on the Christian community. My job was to do a research with the religious notation and highlight phrases to be printed on the garments.
Delimit the target to people with very precise characteristics, discover the means to promote these products. Also, to create characters to clearly recognize the target niche. At the same time, the brand concept was created, as well as the logo and slogan.
With generic garments I was in charge of improving the pieces and make them stand out, either through cuts, color changes, new fabrics and a long etcetera. During this project I was in charge of creating social networks and promoting them on digital platforms.
Finally, I defined lists of manufacturing costs, arrangements, shipping, taxes and so on. As a result, we obtained a walking and constantly growing business, involved in a market with great potential.
Ximena Valero
The main company has carried out multiple activities in the last 15 years, starting from the planning and business model, developing the concepts and producing around 12,000 garments to date. Featuring in TV shows, streaming series, editorial magazines and fashion books, even in department stores between Mexico and the United States.
Perfecting the details of the garments, at the same time trying to innovate in the products and keep up to date with the changes that society is going through. We are characterized by defining all women’s bodies and making them stand out in an authentic way.
We believe in comfort and materials that inspire freedom of natural movement. It is a company that drives creativity and has led us to shape unique collections, being presented in different catwalks around the world. We work for women to define themselves under their own ideals of beauty.
New York Fashion Group
A company specialized in the creation of portfolios for models, located in New York City, we contacted different people who wanted to join big agencies. Our job was to discover their best poses and take the pictures that would make them stand out, with the objective of boosting their modeling career.
In addition, we made Look Book’s where we coordinated the fashion, styling and all the visual aspect that could create an impact on the viewers. That is, to make a garment shine. At the same time we created the different scenographies, making sure that the whole concept was in sync at the time of the Photoshoot.
The success we had gave us the opportunity to collaborate with characters like John Connor, and Lady Gaga. In addition, we were integrated into different projects for Ford and Elite modeling agencies. What initially started in California, went all the way to New York.