SELENA
MCCARTNEY
“I am not one thing. I am a leader. I am a designer. I am a business woman. I am a director. I am a volunteer. I am laughter. I am ever evolving. I am spontaneous. I am strategic.”
ABOUT ME
My passion for fashion has turned into a skyrocketing career in a highly competitive industry. With over 20 years of experience as a designer, I have a distinctive eye and the skills to turn a brands dreams into a reality.
“THE TIME TRAVELER COLLECTION”
KATY PERRY COLLECTIONS, PRE-FALL 2023
My role is Creative Direction, Material Sourcing, Hardware and Ornamentation Development, Footwear Designs, Art Direction and Creative for Ecomm Photoshoots, and Global Campaigns.
CREATIVE DIRECTION
“The fantasy of time traveling is entering a space unknown and an experience unmet.”
COLOR PALETTE
THUMBNAIL SKETCHES
MATERIAL MOOD BOARD
A heavy focus on rusts and neutrals.
ART DIRECTION FOR PRE-FALL 2023 CAMPAIGN
Beauty Shots and styling for ecomm and retail partners
PALLADIUM, WOMEN’S FOOTWEAR SPRING 2023
My role is Creative Direction, Wardrobe Styling and Producer of Global Footwear Campaigns. I also build trend reports
and detail SMU’s for the US Women’s market.I proposed this shoot to boost sales on a heavy buy for ecomm and to share
with our retail partners. This campaign had the highest sales of Palladium women’s mailer campaigns and received a
4.8% conversion rate.
TECHNICAL BLUEPRINTS
Part of my job scope as a footwear designer is to create technical sketches for the factory that can then be turned into blueprints for production. My job is to not only view and approve the blueprints but also to make sure the components used are appropriate for the price point as well as the function and flexibility of the shoe.
TEYSHA FOOTWEAR, 2015
SACATEPEQUEZ, GUATEMALA
In 2015 I was called on to work in Guatemala with local footwear artisans. They had been passed down the art of shoemaking for men’s boots but hadn’t yet had a successful run with women’s footwear. We traded skills, learned from each other and I contributed by creating more feminine designs and footwear patterns by hand. The success we built with the women’s footwear division for US distribution gained momentum and soared so high that the workers earned more than they imagined and were able to send their kids to college.
I am forever grateful for the journey with this team and it was by far the most rewarding footwear project I have been a part of.
PACKAGE DESIGN
CHILDREN’S AND WOMEN’S FOOTWEAR
PEEPS X KATY PERRY COLLECTIONS, SPRING 2023 I created the package design and footwear designs along with technical details for this project in collaboration with Peeps candy brand. All footwear is made from recycled components.
TECHNICAL SKETCHES
CORSO COMO, SPRING 2014
CORSO COMO, SPRING 2015
KATY PERRY COLLECTIONS, FALL 2017
KATY PERRY COLLECTIONS, SUMMER 2019
KATY PERRY COLLECTIONS, SUMMER 2016
RACHEL ZOE, SPRING 2016
MERCHANDISING & LINE PLAN STRATEGY
An example of a brand strategy I created to categorize and fulfill all customer segments for Katy Perry Collections specifically. I also create seasonal Roadmaps each season that change based on new information and new goals.
Every brand I work with on a merchandising and line plan is suited to their needs, wants, customer base, and retailers. The design process can’t begin until you have a line plan and strategy for your brand. Together we can determine who your customer is and/or who you want your customer to be. From there we can then plug in all price points and start the design process for each customer tier.
AMAZON LIVE
KATY PERRY X SELENA MCCARTNEY
Appearances on Amazon Live along side Katy with the short and long term goal of promoting new collecitons and sharing the design process and seasonal creative direction.
A PASSION FOR SNEAKERS
My passion for sneakers is strong. Although I have worked mainly for women’s fashion brands, I try to incorporate women’s lifestyle sneakers where they fit in the brands image. Images: Calvin Klein, Katy Perry, and Corso Como.
PHILOSOPHY
I believe in product with purpose, but I especially believe the key to success is holding hands with our partners that support us in sales, marketing, and social channels. Without a team, a business is not sustainable.
Ready to build and/or grow your brand? Browse available services below, then inquire for a free 30 minute consultation. Let’s create together.
SERVICES
-Factory and Agent Sourcing inquiry
-Seasonal Creative Direction
-Sketches and Designs
-Creative Direction for Photo or Video Shoot
-Roadmaps and Seasonal Strategy
-Inquire about my full time services