Blog
Merchandising is one of those disciplines that's easy to underestimate and expensive to get wrong. These posts are my attempt to make it more accessible - for founders building their first range, creative directors who want to understand the commercial side better, and anyone curious about how fashion actually works behind the scenes.
Merchandising isn't here to kill the creative vision - it's here to give it a backbone
Merchandising has a reputation for saying no to the beautiful thing. That reputation is wrong - or at least, it describes bad merchandising, not the real thing. Working alongside Creative Director Sandra Sandor at Nanushka taught me what it looks like when creative and commercial genuinely work together: two parallel processes, starting from different places, converging into one collection. This post is about what that looks like in practice - and why a good merchandiser is a translator, not a gatekeeper.