FW ‘17 WOMEN’S FREERIDE
Redefining the female Freeride consumer.
Pulling from influences of the “girl gang” the rough and tumble no-apologies fiercely tomboy and unapologetically feminine can co-exist into a united crew. Making the freeride ladies feel empowered to choose their look, have unique trim detailing and feel like they get to wear the worlds coolest looking jacket on and off the slopes was the goal.
In cold calling the crews and having long form interviews, a new muse was established. She was artistic, she was raw, she had vast ranging interests that intertwined with her time sliding on snow. The gear they wore needed to blend effortlessly into her already eclectic wardrobe.
I had the unique opportunity to redefine who this consumer was and cater directly to her- creating a collection of unexpected snow sports silhouettes, providing direction for un-bashful bold prints, and creating attention-grabbing color combinations that could be mixed and matched based on personality.
Role: Designer
Team: Ruth Beatty: Design Director, Angela Contreras, Lesley Cruz, Sonia Lunardon
FW ‘18 WOMEN’S FREERIDE
Taking a stand for the future of freeride.
The freeride consumer is constantly trying new things and seeking new boundaries. The large-scale resort productions are looking less interesting than a backcountry tree jib, a road-side drop or a school playground. Creativity is key.
Embracing all elements and making sure that the freeride consumer didn’t have to sacrifice personal style while pushing her comfort zone was the goal.
We created a line of backcountry ready 3 layers and breathable lightweight insulating midlayers to bring the streetwear influenced aesthetic into the backcountry where functionality could not be sacrificed. All of this while maintaining creativity and unexpected uses of print and silhouette to make sure we all know the deeper meanings of sliding on snow- fun.
Role: Designer
Team: Ruth Beatty: Design Director, Angela Contreras, Glenda Mowery, Sonia Lunardon
F’ 19 WOMEN’S FREERIDE
Role: Designer
Team: Ruth Beatty: Design Director, Angela Contreras, Glenda Mowery, Sonia Lunardon
F’ 20 M/W WOMEN’S FREERIDE
Gender norms are trash. Everything is fluid. Florals for all.
Role: Designer. Team: Mackenzie Leighton Design Manager, Angela Contreras Prints, Kyle Parker/ Laura Akita PM.
THE NORTH FACE: TEAM KIT
Role: Designer. Team: Mackenzie Leighton Design Manager, Angela Contreras Prints, Kyle Parker/ Laura Akita PM.
Introducing the women’s Team Kit, the new freeride collection from The North Face, designed by women, for women.
Inspired by the women taking on the backcountry and finding their own lines, the new collection is the work of five of snowboarding’s greatest female riders. Trail blazers, Jess Kimura and Leanne Pelosi, and game changers Mary Rand, Amanda Hankison and Marion Haerty.
The powerful combination of their signature freestyle playfulness, backcountry prowess and direct design input has inspired the new outfit both in function and style.
The Team Kit comes packed with freeride focussed touches, including a removable powder skirt and adjustable bib-waist. A female-specific fit provides extra-comfort during those long powder chasing days.
The North Face iconic colour blocking returns, with bold purple, orange, and blue combining to give the full look a unique and vibrant palette. The stand-out design is matched with additional smart elements such as extra durable elbow pads and leg zips for air vents.
The collection launch is marked with the premiere of a new film, FACETS. Featuring all five riders, celebrating the crew, what draws them together and what pushes them forward, and makes them stronger. FACETS will premiere on November 24th.
