As a senior women’s RTW designer, I led the creation of a new women’s line in 2024, based on an updated consumer profile focused on lifestyle, combining style and performance. I developed the concept and product range for the first SS26 collection including categories such as women's tailoring, knitwear, woven and jersey.I used AI-assisted design tools and CLO 3D, alongside traditional design software, to visualize the collection through different stages.Presented below is the final collection lookbook and storytelling, showcasing my design process across various stages, from initial moodboards and 3D visualizations to detailed 2D technical sketches and AI-generated product mock-ups created for tech pack development. You'll also find early social media activation content used to tease the collection's launch in early 2026.

SS26 WOMEN'S RTW COLLECTION // J.LINDEBERG

FW25 WOMEN'S GOLF KNIT FOCUS // J. LINDEBERG

I led the design of the full product line for the Women&rsquo;s SS25 Golf Collection, consisting of approximately 100 styles across six key categories: outerwear, jersey tops, jersey skirts and dresses, jersey sweats, knitwear, and woven bottoms.A major highlight of the season was the introduction of three new golf trouser fits, which I developed through extensive research and dedicated fit workshops. These new silhouettes&mdash;mid-rise flared, high-rise slim leg, and high-rise regular straight&mdash;expanded the trousers assortment and brought fresh variety to the best-selling low-rise slim fit.The SS25 collection also features significant innovation in fit and fabrication, particularly within the jersey tops and jersey skirts and dresses, reinforcing the brand&rsquo;s focus on performance, comfort, and modern style.

SS25 WOMEN'S GOLF COLLECTION DESIGN // J.LINDEBERG

I developed the concept design for the FW24 Golf Collection in collaboration with the company&rsquo;s Chief Creative Officer. The vision is showcased here through selected runway looks.Below, you&rsquo;ll find the initial concept presentation, including mood and colour boards, paired with highlights from the J.Lindeberg runway show at Copenhagen Fashion Week FW24.Concept: Blending past inspirations with future trends, the looks celebrated our ties to the music and sports clubs of the Y2K era. Collection featuring highly functional fabrics with vibrant glitch prints and colors &ndash; a nod to the Clubhouse culture.

FW24 COLLECTION CONCEPT, COLOUR AND PRODUCT DESIGN // J.LINDEBERG

Moodboard and collection concept for High Summer 2023, developed during an inspiration trip to Miami in February 2022. Shown here alongside selected designs and final marketing material.Every collection begins with a strong concept. I travelled to Miami for an in-depth research trip, with a focus on colour direction, print trends, and competitor analysis. As J.Lindeberg&rsquo;s largest golf market, understanding the region&rsquo;s climate and consumer needs was essential. Insights from the trip led to the integration of new performance features tailored for warmer weather, including UV protection, heat reactivity, and advanced thermoregulation.

HS23 WOMEN'S GOLF CONCEPT DESIGN PROCESS // J.LINDEBERG

Here are a few examples of how I visualize the collection at various stages of the design process for milestone meetings&mdash;using moodboards, existing samples and prototypes, graphic mock-ups, and curated archive pieces.

HUGO BOSS // CONCEPT DESIGN PROCESS AND COLLECTION VISUALISATION 

BOSS CURATED
Every collection begins with a strong concept. To introduce the FW19 vision, we created an inspirational film as part of the seasonal briefing&mdash;designed to visually communicate the themes and colour direction to the entire company. The film was presented within an immersive exhibition experience to bring the concept to life across departments.I was responsible for developing the concept and art directing both the FW19 launch event and the concept film. Below are snapshots from the concept briefing, along with final visuals from the global marketing campaign.Video password: charlotta_2021

HUGO BOSS FW19 // COLLECTION CONCEPT BRIEF

Everything comes together in the final collection presentation. At the end of each season, I crafted the visual storytelling around the collection concept to present it to buyers.For SS21, I created a video that merged elements from the original concept brief with lookbook imagery to communicate the collection&rsquo;s narrative. Shown here is the showroom storytelling I developed&mdash;covering both hanging displays and table setups&mdash;alongside the final global campaign visuals, highlighting the importance of a cohesive and consistent brand message from concept to market.Video password: charlotta_2021

HUGO BOSS SS21 // COLLECTION CONCEPT AND COLLECTION PRESENTATION

I led the concept development for the Porsche x BOSS collections from SS19 to SS22. My role encompassed the design and coordination of concept, colour direction, product, fabrics, and trims across two capsule collections each year.In addition, I was responsible for establishing the full visual identity of the collaboration from its launch in SS19, ensuring a cohesive and premium brand expression throughout the partnership.Video password: charlotta_2021

HUGO BOSS // PORSCHE x BOSS

I developed the BOSS Individuals concept, built around three fictional BOSS personas&mdash;each with distinct lifestyles, interests, and visual identities. Named The Explorer, The Architect, and The Painter, these characters served as creative anchors for the SS20 collection narrative.The concept was introduced through curated Instagram profiles that visually expressed each individual&rsquo;s unique identity. These profiles were shared company-wide as part of the concept launch, offering an engaging and modern storytelling approach.On these pages, you&#39;ll find the original concept boards, including moodboards and colour direction, alongside the showroom presentation I designed and final imagery from the global SS20 campaign.

CHARLOTTA SELKEE