My path began in textile design working for Mila Shön, armed with minimal technical skills but a relentless creativity that pushed me to explore uncharted horizons. That spark led to an extraordinary opportunity: being approached by Prada. Designing leather goods for them was both a privilege and an incredible school of discipline and innovation. Yet, the true turning point came when I had the chance to work for Helmut Lang, freshly acquired by Prada—my ultimate reference point. That moment shifted everything: my perspective expanded into a full-spectrum vision, and nothing was ever the same again.

Years later, I took on a radical challenge by designing for Dolce & Gabbana—a universe entirely distinct from what I had known. Transitioning from the minimalist, avant-garde ethos of Prada and Helmut Lang to the theatrical glamour of Dolce & Gabbana was nothing short of transformative. After seven years, I left to embrace a new chapter with Calvin Klein, diving headfirst into yet another world. Each experience taught me to immerse myself in diverse cultures, approach projects with deliberate recklessness, and master the unknown. These challenges energized me, pushing me to deliver meaningful results.

One of the most pivotal moments in my journey was moving to Singapore to lead the repositioning of Braun Büffel – Germany 1887. This wasn’t just about transforming a brand; it was about telling a story. Taking on the role of creative director, I redefined every facet of the brand, reshaping its identity and elevating it from one among many to a top-tier name across the Asia-Pacific landscape. It was here that I discovered my capacity as a storyteller and art director, crafting a holistic narrative that shifted perceptions and redefined the brand’s trajectory.

This ongoing evolution is why I call myself an “Undesigner.” It’s not about the skills you acquire but about how you confront the unknown, stepping outside your comfort zone to truly learn and grow. Whether collaborating with iconic brands or venturing into uncharted territories, I’ve always sought to push boundaries. From Deorum Aetherna, my project that let me embrace avant-garde sensibilities in home décor and perfumery, or my independent Art Exhibition to the partnerships with Revolver Requeen, Trussardi, Replay, Pirelli P-Zero, and others, each endeavour offered fresh perspectives. Designing and communicating for such diverse brands demanded versatility—crafting unique messages through design, photography, videography, writing, and direction.

Every project has been an opportunity to create something new, working with photographers, videomakers, copywriters, and art directors to bring these visions to life. Each time I return to my work, I do so with a renewed lens, ready to redefine success and push myself further.

To be an Undesigner is to find inspiration in the unexpected, to grow through challenges, and to let every experience reshape who you are—both within and beyond your primary field.