MARTINA NORELL
Contemporary Women's Designer
Bailey44, Los Angeles
Senior Designer, wovens, knits and sweaters, Women’s Contemporary Sportswear
9/2018 to present
• Promoted by Creative Director to design across three categories, domestic and import
• Key role in re-designing and upgrading the brand’s look
• Overseeing daily work flow of tech designers, pattern makers and sewers
• In charge of costing Sweaters and overseeing Sweater’s Technical Design department
• Influential in increasing brand’s selling increase by 50% compared to last year
Bailey44, Los Angeles
Sweater Designer, Women’s Contemporary Sportswear
12/2013 to 8/2018
• Successfully created and launched Bailey44's first ever sweater division
• Collaborated daily and one-on-one with Creative Director Shelli Segal
• Created best-sellers that outsold main line's most successful items
• Built the sweater division and established the structure and systems from scratch
• In charge of the entire sweater division from hiring staff to ensuring quality and fit consistency
• Supervise production and technical team
NYDJ, Los Angeles
Senior Designer, Women's Contemporary Sportswear
9/2012 to 8/2013
• Designed completely new line for fast-growing retailer during its expansion into 40+ markets.
• Created a directional and focused assortment from concept and fabric selection to finished product
• Increased sweater offer by 400% from prior season
• Managed team of ten including designers, patternmakers, cutters and sewers
• Collection sold to major department stores around the world
Elie Tahari Jeans, Los Angeles
(licensee line of Elie Tahari, New York)
Senior Designer, Women's Contemporary Sportswear
7/2011 to 11/2011
• Drove start-up of a new contemporary Sportswear line
• Created mood boards and color palettes seasonally
• Hired and mentored a team of six
• Designed and managed all categories (sweaters, knits, wovens, jackets) from sketch to sample
• Traveled to Hong Kong and China to source vendors and manage sample development
7 for All Mankind, Los Angeles
Interim Design Director, Women's Contemporary Sportswear
11/2009 to 10/2010
• Spearheaded and designed 3 collections that exceeded sales expectations by 23%
• Designed in all categories: sweaters, wovens, knits, jackets and outerwear
• Created each season’s theme and color palette, and chose yarns, fabrics, trims and prints
• Presented collections to upper management and international sales team
• Oversaw sample room and pattern making workflow
Peak Performance, Stockholm, Sweden
Senior Designer, Women's Sportswear
8/2007 to 1/2009
• Directed and designed women's casual line from concept to sample
• Spring 2009 collection outsold Spring 2008 by over 8% during major economic downturn
• Spring 2009 casual outsold activewear in flagship store for first time ever
• Designed in all categories: wovens, tops, jackets, outerwear, bottoms, sweaters, cut & sew knits and denim