I'm Loriel — a freelance designer working across three connected disciplines: fashion design, editorial design and marketing content. From first sketch to final campaign, or any single stage in between.
Right now I design full seasonal collections for a Dutch fashion brand — concept, research, technical drawings, tech packs and original prints through to production-ready files. Each season I produce the printed and digital lookbooks and catalogues that present those collections, and create the marketing content that sells them.
Clients get one designer who can carry a collection end-to-end — or step into exactly the stage they need: a single lookbook, a set of campaign assets, a print, a full range. I work fully remote, with quick turnaround on seasonal and campaign deadlines.
Experience
Where I've worked
Fashion Designer
Smashed Lemon- Lead the design of seasonal collections — concept, research, technical drawings and tech packs, from initial sketch through to production-ready files
- Design original prints for collection pieces, from initial artwork through to production-ready repeats
- Produce printed and digital lookbooks and catalogues every season — layout, photo editing and print production, start to finish
- Define the brand's website look and feel, and create the majority of its static marketing content
- Edit video content for campaigns and regularly contribute campaign concepts
Junior Stylist
Holland House- Styled looks and supported seasonal shoots and presentations
Design & Production Intern
Something Wicked- Supported the design and production process for a small independent Lingerie brand
Editorial Designer
Elle Magazine- Designed magazine layouts for a national publication — progressed from design intern to Editorial Designer within the same placement
Graphic Design Intern
Vimodos Webshop- Designed layouts and graphics for an e-commerce webshop
Capabilities
Three disciplines
Fashion design
- Technical drawings & tech packs
- Stylesheets
- 3D / virtual design — CLO3D
- Print & pattern design
- Moodboards
- Research & concept
Editorial & print
- Lookbook & catalogue layout
- Magazine layouts
- Print production
- Logo design
- Presentations
- Photo editing
Marketing content
- Static content creation
- Video editing
- Campaign concept development
- Website art direction
- Social content
Education