Why I became a freelance fashion designer…

You might be wondering how I came to be a freelance fashion designer. Honestly? I was slightly forced into the change. Or, as Ross from Friends would say… it was time to pivot.

I had been working for a UK high street brand for over a decade—10 years and 8 months, to be exact. I was a Senior Designer on the knitwear and jersey team, leading a group of incredibly talented designers.

My role was developing, coaching and building an engaged team. I curated colour palettes, built moodboards , forecasted trends and analysed markets, and helped shape the brand’s strategic style direction. Together we built collections for each months ‘drop’.

I loved the collaborative nature of the role. I worked closely with buying and garment tech teams, ran fit sessions, and travelled overseas to partner with factories—solving design and production challenges in real time. It was fast-paced, creatively fulfilling, and honestly, I thrived on it. I was lucky to work alongside some amazing people.

But, as they say, all good things must come to an end.

A company restructure meant my role no longer existed. And while there were potential options for me to stay, none of them felt right for where I wanted to go next in my career. So, after nearly 11 years, I stepped away.

It isn’t my first time freelancing—I’d done it 12 years earlier, working with both small and large businesses, designing for suppliers and consultancies, and collaborating with trend forecasting companies. I loved the variety and the opportunity to bring my knowledge to different types of clients. But somewhere along the way, I’d gotten comfortable climbing the corporate ladder.

Now, with my hand forced, I had to pause and seriously think: What do I want next?

The answer was clear: I wanted to freelance again!

I wanted the flexibility, the diversity of work, and the ability to apply everything I’ve learned over my 17-year career in fashion. I wanted to bring that experience into new spaces, to help brands grow and evolve, and to keep learning in the process.

Because let’s be honest, I’m endlessly curious. Some might say nosey… but I say curious! 😄

I love being a freelance womenswear designer, as it allows me to grow more as a fashion designer. It’s changed the way I think and each client has a different approach.

And just because I’ve got years of experience, doesn’t mean I have all the answers. In fact, my team used to joke that I was famous for saying, "Every day is a school day." I still believe that wholeheartedly. The learning never stops—and that’s what keeps design exciting. At its core, being a designer is really about being a problem solver.

So, if you’ve landed on this page and you’re looking to collaborate with a freelance designer - Hello! I’d love to connect. I offer a free 20-minute discovery call, so we can get to know each other and talk through your needs. Head to my contact page to organise a time that suits you. I’d be thrilled to hear about your brand or project.