Creative Direction. Product management. Art Direction.

For SS26, I led the creative direction of PicSil’s Rise collection, inspired by the symbolism of the rising sun — a visual metaphor for new beginnings, energy, and upward momentum. This concept reflected our aim to evolve the brand's identity and elevate our product offering with purpose and clarity.

I began with a deep dive into sales data by gender and season, uncovering that women’s tights and men’s shorts were our highest-performing categories. Autumn/Winter seasons consistently outpaced Spring/Summer in revenue, guiding the structure and timing of the collection.

Color performance insights revealed a fragmented palette. In men’s, we identified strong traction in trend-forward tones like burgundy, alongside core staples like navy and grey. For women, vibrant and fashion-led colors were outperforming basics — signaling an opportunity for growth through expanded color offerings.

Our action plan was to consolidate and refine the palette into a modern, focused selection — rooted in trend research, market benchmarking, and commercial logic. We elevated men’s shorts with a refined palette that also applied to accessories, creating a harmonious and immersive digital experience. The palette was strategically segmented into unisex neutrals, gender-specific highlights, and crossover tones to enhance cross-merchandising across categories.

To create a sense of lightness and motion, we styled tops in lighter hues than bottoms — avoiding monochrome and evoking the gradient of early morning light. In women’s, we introduced new silhouettes such as cross-waisted tights with strategic pockets — marrying function with femininity and reinforcing the collection's upward, energetic spirit.