As the head designer for Lassie, I was responsible for creating visually appealing, functional, and price-targeted solutions for kids and babywear collections, including outerwear, accessories, rainwear, mid-layers, and innerwear in size groups ranging from 62cm to 164cm. This role required a combination of strong conceptual, visual, and commercial thinking. The design process involved several stages, including creating a mood board, selecting colors , developing concept, generating material ideas, designing surface patterns and illustrations, creating product and knit designs, designing labels, and making product cards. Each step was taken with care and consideration to tell the story behind the collection. We worked closely with our team to finalize the products and bring this enchanting collection to life.