As manager of the menswear creative team, I lead brainstorms to build our seasonal style packs. Looking at the coming season’s fashion I would write a creative brief for my team of designers and art directors as well as the editorial team, the fashion team, and the production team. 

We then all bring our references and ideas about who the ASOS boy is, what he’s doing and where he’s going. During this brainstorm, we also decided on our colour pallet, graphics, and shoot style. It sets the creative tone for the rest of the season but is also a great away day for team morale.