Sarah Fairweather

ADIDAS - FREELANCE DESIGNER Designed trend-led activewear styles for the Adidas HyperGlam line, supporting the brand's creative and commercial goals through customer-focused product execution. Key Impact & Responsibilities: ➢ Delivered end-to-end design execution: concepts, moodboards, sketches, and technicals tailored to the HyperGlam Gen Z consumer ➢ Achieved one-proto sample success with precise techpacks and clear fit and construction intent ➢ Received strong internal feedback, prompting merchandising to add additional colorways—boosting unit count and revenue ➢ Maintained a strong understanding of the Adidas HyperGlam customer, merging performance with streetwear aesthetics EVELLANT - FREELANCE DESIGNER Shaped brand DNA by creating a cohesive design language and elevated product strategy for Evellant’s performance-lifestyle line. Key Impact & Responsibilities: ➢ Refined brand DNA to establish a performance-to-lifestyle approach with a minimalist aesthetic. ➢ Designed cohesive men’s and women’s collections across activewear, lifestyle, and outerwear, ensuring a strong story through product details, finishes, construction details, and functional considerations ➢ Created seasonal color direction and ensured premium fabrication and finishing techniques aligned with the brand’s ethos

Reporting directly to the founder I managed design and development of eight collections per year, leading the product pipeline from concept to campaign. Drove revenue growth through strategic product expansion and streamlined development workflows. IMPACT & RESULTS: ➢ Contributed to 2 years of continuous revenue doubling through effective design, product strategy, and market alignment ➢ Played a key role in the brand’s transition from a start-up to a scaling business, advising on strategy, design direction and assortment planning ➢ Expanded product categories into loungewear, seamless, and knitwear, strengthening brand positioning and revenue growth ➢ Implemented structured design and development systems including go-to-market calendar, collection planning, and product development processes to support growth ➢ Developed and implemented design/development calendars, range plans, and tech pack processes, creating a structured workflow for scalable growth KEY RESPONSIBILITIES: ➢ Design Leadership – Drove design and development across all collections, ensuring innovation and consistency ➢ Strategic Line Planning – Balanced core and new styles for optimized sell-through and customer engagement ➢ Fit & Technical Execution – Created detailed techpacks, led fittings, and communicated changes directly to overseas factories for precise, on-time execution ➢ Trend & Concept Direction – Created direction moodboards, collection concepts, colour and print concepts, fabric guidelines and construction details ➢ Fabric Innovation & Sourcing – Researched and integrated new textiles and trims, attending tradeshows like ISPO to stay current on material innovation ➢ Art Direction – Provided art direction for photoshoots and campaign storytelling to elevate the brand’s visual identity ➢ Team Leader – Managed and mentored freelance assistants, print and technical designers

Designed and developed key styles for Lululemon lab womens collections, supporting cross-functional teams to deliver high-quality, innovative products. Drove product innovation, sustainability initiatives, and community engagement. IMPACTS & RESULTS: ➢ Designed 80% of the Lululemon Lab women's collection (50 styles per season), delivering premium, functional, and fashion-forward activewear. ➢ Refined and streamlined design processes, improving cross-functional collaboration and efficiency. ➢ Initiated a locally based textile print program, leading to a 100% sellout collaboration with Osei Duro within 24 hours. ➢ Created custom prints for the SeaWheeze collection, contributing to a high-impact launch. ➢ Supported the transition from local to overseas production, optimizing scalability while maintaining quality. KEY RESPONSIBILITIES: ➢ Design Execution – Oversaw end-to-end design, from research to design to final product execution ➢ Consumer Insight & Market Research – Spoke with customers weekly, integrating insights into design; conducted deep research on emerging active and wellness trends ➢ Cross-Functional Collaboration – Worked closely with merchandising, production, brand and retail teams to align design vision with business goals ➢ Fit & Product Development – Led fittings, collaborated with pattern makers, and partnered with sampling teams to refine fit and construction ➢ Storytelling & Brand Identity – Directed photoshoots, ensuring strong storytelling and brand alignment ➢ Process Optimization – Established streamlined workflows to enhance efficiency and accelerate design-to-development execution ➢ Sustainability & Material Innovation – Implemented sustainable design techniques, including minimal-waste pattern cutting and better fabric choices