TIMELINE
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STORY
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A detailed explanation of the highlights of Daniela’s experience and
photographic record year by year.
"To live is to depart, return and share..."
BRAZIL
2020
HIGHLIGHTS
With extra time on her hands, she also made online learning part of her daily routine and the key to a balanced lifestyle. Daniela deepened her knowledge in both fashion and wellness whilst keeping up to date with the world.
Faced with the unknown, Daniela created stability in an uncertain world through her ability to see ahead. This was a new beginning and her chance to define the next step.
Eager for a fresh start within fashion design, she felt ready to use all her experience and new acquired knowledge for innovation.
Going forward: disposition and life experience lead in the right direction and alignment.
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lways open to change, despite the ongoing pandemic, Daniela kickstarted new projects upon her return to Brazil. She took her professional experience within different areas of the fashion industry and started freelancing, providing services in trend research and forecasting and social media.
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Professional Training; courses,
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Project development in collaboration with national labels,
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Design consultancy in the following areas:
*Teamed on development of concept and mood boards for new collections as well as colour selection and prints for seasonal collections,
*Assisted product development from concept to final design,
*Participated in garment fittings,
*Creating logos, branding (packaging) and social media management,
*Assisted marketing campaign concepts, working with photographers and styling photoshoots.
2022...
*Circular Fashion: Design, Science and Value in a Sustainable Clothing Industry,
Netherlands University on-line
*Fashion and Sustainability: Understanding Luxury Fashion in a Changing World,
Central Saint Martins UAL & Kering - London on-line
*Digital Marketing - BOF on-line
*Buying & Merchandising - BOF on-line
*Fashion Styling and Image Making - BOF on-line
*Build a Direct-To-Costumer Brand - BOF on-line
*Finding Purpose and Meaning in Life: Living for What Matters Most, University of Michigan on-line
COURSES
2019
2020
BALI
"From now on..."
HIGHLIGHTS
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Sabbatical Leave,
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Professional Training; courses,
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Connected with local fashion brands,
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Connected with local manufacturer, suppliers and product development offices.
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ransformation: after a prep year of looking within, sustainability and new values raised the need for a redirection.
Daniela opted for a sabbatical leave to re-evaluate her future path. The sense of accomplishment resulted from working at CHANEL, was the perfect ending to a chapter filled with dedication and lessons in fashion retail. It was time to take all her baggage and apply to the design world. Daniela now felt like a well-rounded designer and optimistic about the future.
Bali was the chosen destination, and its lifestyle boosted this period in her life.
Daniela connected with local and international brands based in the island and started to get to know regional manufacturers and textile businesses.
New ideas and projects started to take shape when the unexpected pandemic hit the world and caused even more change. The lack of healthcare in the country provoked Daniela to relocate to Brazil and reunite with her family back home in Florianópolis.
Lockdown transformed time into knowledge.
CHANEL, London
HIGHLIGHTS
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Worked as part of the Ready-to-Wear team,
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Full sales training at CHANEL school,
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Sales training focused on seasonal launches limited editions and capsule collections,
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Bespoke costumer service,
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Cross sale, UPT, CRM, POS system sales,
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Established and maintained strong relationships with customers,
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Assisted clients with fashion show pre-orders and special requests,
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Worked alongside tailors, ensuring customer satisfaction and product excellence,
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Participated in CHANEL events with clients.
"Beauty begins the moment you decide to be yourself."
Coco Chanel
n 2018, a new opportunity to work for CHANEL’s largest store in the world on Old Bond Street, Mayfair
was presented. Daniela joined their ready-to-wear team, which is considered their most challenging sales division.
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The Old Bond Street Flagship store, unlike other brands, carried CHANEL’s entire line from accessories (valuable items, such as jewellery & watches, as well as glasses and bags) to ready-to-wear, to footwear, beauty and lifestyle goods (i.e. surf and skate boards, yoga mats, etc).
The store counted with a team of over a hundred employees and carried plenty of storage capacity and customer service space. In addition to common areas, there were also a few VIP lounges where tailored sales experience was offered by appointment with optional breakfast, lunch or afternoon tea.
Both the company and the management team went above and beyond to exceed clients’ expectations: dinners, special events and launches, runway shows, trips, exclusive experiences, events and gifts were a few of the perks offered.
Twice a year CHANEL holds a special event exclusive to Old Bond Street Store; to present the Haute Couture collection to their top clients. During the event they take measurements and place orders
Chanel has an entire department devoted to training new employees. During a whole week, new team members are fully immersed in the brand’s history, icons, classic products and DNA. They discover CHANEL’s innovations and receive full guidance in each brand segment and all the essential tools necessary for exceptional customer service: protocols, rules of sales, packaging and wrapping, Visual Merchandising, etc. There’s a high investment in training, as the company values their relationship with their employees as well as the employees versus client’s relationship.
here is detailed mandatory sales training for each launch, be it a seasonal or capsule collection or even limited-edition goods. During these sessions, the team is briefed on the concept, trends and garment constructions.
Understanding the inspiration, fabrics, and silhouettes behind the collections as well as values and rules of sales is key.
The alignment between the sales team and the professionalism built on this dynamic are standards cultivated by the brand
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CHANEL's customer expects a high standard service, this is the number one rule for those who are at the brand’s forefront.
The sales team is also comprised of alterations professionals who ensure the perfect fit for the clients. Shortly after Paris Fashion Week, VIP shoppers are able to place orders from the new collection. Daniela then helped her clientele from choosing the best pieces to the order placement and delivery.
Over time, Daniela built a large customer base that followed her throughout the brands she worked for. She brought in a lot of her loyal customers but acquired new ones at CHANEL - Sarah Harris and Lily Allen to name a few. She frequently assisted the Machkevitch and Al Thani families as well as other Royal families from the Middle East. Asian clients and celebrities were also returning customers at CHANEL as the brand guarantees the discretion of distinguished customers
2018
London
2017
Farfetch/Browns,
"Diversity isn’t a moral choice, it’s essential for survival. You need different points of view and different cultures, left brain and right brain, passion and technology.
If everyone is looking in one direction, you’ll never see what’s coming up behind."
HIGHLIGHTS
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Sale Personal Stylist,
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Took part in the “Store of the Future” project,
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Worked alongside the CEO Holli Rogers for VIP costumers,
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Used CRM and UPT to boost sales,
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Ensured customer satisfaction through company tools,
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Provided high standard customer service, excellent product knowledge across all brands and product categories,
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Undertook personal delivery for VIP clients on special requests,
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Attended weekly sessions of product knowledge on Balenciaga, Chloe, Balmain, Calvin Klein, Alexander McQueen, Dolce &Gabbana, etc,
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Attended special training at Celine Head Office in Paris, November 2017,
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Attended special training at Chloe Head Office in London, January 2018.
José Neves
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new opportunity came along in 2017, Farfetch contacted Daniela with a job offer. She then took on the “Sale Personal Stylist” role at Browns, a renowned leader in fashion and the UK's first multi-brand luxury boutique since its opening in 1970.
The founder, Mrs. B, discovered many talents such as Alexander McQueen, who had just graduated from Central Saint Martins then, and John Galliano, who sold his graduation collection in the store. Mrs. B also brought Calvin Klein to Europe, after meeting him at the iconic Studio 54.
The multi brand presented a new challenge for Daniela, as she now faced a huge range of brands and products.
Holli Rogers was named the CEO of Browns when it was first bought by Farfetch. Holli is a notable professional in the field and Daniela had the chance to work directly with her when assisting her guests with their product selection.
Farfetch reshaped the concept of luxury sales when they opened a new Browns store in the cool neighbourhood of Shoreditch as part of their “Store of the Future” project. The store offers new retail tools and technologies developed by Browns which was sold to other luxury brands. Daniela was selected as a team member for the new project; by attending training sessions and working with new technologies. She was invited to be part of the presentations of the new technologies for established brands such as CHANEL and Hermès.
Since Browns is a hybrid company, Daniela’s duties were very broad and dynamic and the management team had a lot of trust in her abilities, which gave her a lot of freedom. Through company tools such as online shop, shipping, pre orders and special orders, Daniela ensured customer satisfaction and a impeccable customer service.
Being responsible for various VIP clients, Daniela has the chance to work within exclusive customer service lounges across both stores and occasionally hotels by special demand where she presented new collections and products available or even a customised selection of products according to the customer’s needs. Her distinguished customer base included the Snow family from NY, the Machkevitch family, the investor Carmen Busquets and celebrities such as Erykah Badu.
rowns heavily focuses on training. Different brand ambassadors briefed the sales team on a weekly basis regarding their branding, DNA, new collections and products.
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Daniela has training in both best-selling brands – such as Gucci, Balenciaga, VETEMENTS, Off-White, Zimermann, Burberry etc. -and with designers from Natasha Zinko, Halpern, De La Vali, Palm Angels, Reformation etc.
Daniela stood out from the sales team and was chosen for Celine’s training, which took place at the brand's Paris office. During one week, she learned about the brand’s history, DNA, collections, product design and construction. She also took part in the special Chloe’s training in their London office.
2019
2018
2017
Valentino, London
2016
Valentino Garavani
HIGHLIGHTS
new dream. In 2016, Maison Valentino invited Daniela to be part of a big project: the opening of their flagship store in Mayfair, London. The shop was designed by David Chipperfield and was situated in the heart of the city.
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Selected as a member of the RTW team for the opening of Valentino’s Flagship in London,
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Helped organise the opening of the new Valentino London Flagship,
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Worked for a week as part of the Valentino Montaigne Store team in Paris as well as Valentino Harrods’ team in London,
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Appointed as “Fur Specialist” for Old Bond Street Store and attended specialist training at both Valentino Accademia and their fur supplier in Milan, February 2017,
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Attended a special Ready-to-Wear training at Valentino Accademia, October 2016,
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Attended a one-week training at Valentino Accademia Milano to learn about the brand history and values, product and customer service, February 2016,
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Provided exceptional customer service experience, as well as demonstrated an excellent knowledge of merchandise and Valentino’s history,
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Assisted clients with fashion show pre-orders and special requests,
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Established and maintained strong relationships with customers,
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Developed and implemented sales strategy to acquire new customers,
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Worked alongside the Visual Merchandising team for new displays,
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Updated Valentino’s buying team providing feedback from customers/sales.
The sales team was carefully selected by the manager Romuald, relocated from the Paris Store, whose idea was to combine employees with different nationalities, backgrounds and skills that would represent the brand effectively.
During the final stages of the shop’s construction, Daniela worked for the Valentino team at Harrods, the world's most notable department store in the luxury market for its exceptional customer service. At Harrods she had the chance to spend a week with the manager and be immersed in Valentino’s world where she learned about the brand, loyal clients and customer service.
After the first week, Daniela and the new team went to Paris where they were allocated to different Valentino stores and had the chance to fully experience the brand. Daniela worked for the renowned Avenue Montaigne shop, their best-selling location in Europe. After Paris, the team went to Milan, where they attended training at Valentino Accademia.
aniela’s distinguished customer base included the company’s owners, Qatar’s royal family, Sheiks and Sheikas, royal families from the Middle East and Daphne Guinness. Moreover, she worked directly with
Liv Tyler’s personal assistant and had the honour of meeting Valentino’s designers Maria Grazia Chiuri e Pierpaolo Piccioli.
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Valentino Accademia is the company’s education department. There’s great investment on in-depth knowledge and training of new employees. The newcomers learn about the brand’s history, DNA and values as well as the quality and requirements of their customer service. They also inform the sales team on production, design, packaging, visual merchandising,interaction with customers, current and future collections and projects.
A visit to Valentino’s footwear factory is also part of the training programme, where they explain the design process, development and packaging of shoes in real time. The ready-to-wear factory in Florence is also included in the schedule, when the team witness the pattern-making process, manufacturing, quality control, packaging and stock supply. The dedication to the sales team is the key to Valentino’s success.
After three weeks of preparation, the store opening was a huge success. Daily sales, store traffic and customer acquisition showed significant growth. Daniela was consistently the leading salesperson in the store and as a consequence she was chosen for the ready-to-wear training and for high value coats and fur training later on. For both these sessions, Daniela was sent back to Valentino Accademia in Milan and visited the ateliers responsible for each specific product.
The differential in Daniela’s service was in fully understanding both the product and the client. She went above and beyond and used all available tools to reach the customers. From fashion show pre-orders, pre-scheduled service in the VIP room (private), tailored selection of pieces for a specific client, to helping with alterations and follow-ups through cards, flowers, and special gifts.
Daniela truly valued customer satisfaction.
Her close relationship with the management team, meant more responsibilities such as providing
ready-to-wear sales training and visual merchandising input.
2014
Maison Margiela,
2015
London
HIGHLIGHTS
"It's for a tiny group of women, and not
everyone will like it.
It's important to do what you want, and
there will always be some
people who agree."
Martin Margiela
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Selected as part of the new sales team for the new MM6 Store London,
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Helped organise the opening of the MM6 London store on Conduit Street,
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Worked as well in the mais Maison Margiela Store when needed,
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Attended special training covering the brand’s DNA, history, merchandise, segments, unique goods, visual merchandising and customer service,
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Demonstrated an excellent knowledge of the products,
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Worked directly with the head office visual merchandising team in Paris,
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Responsible for in store visual merchandising and biweekly window displays,
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Worked on the best sellers and slow sellers charts, updating the management team weekly,
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Translated new collection briefing material from the Paris head office into a presentation for the sales team.
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uring the time she worked for Maison Margiela, Daniela learned valuable and inspiring information as well as training on the brand’s history, DNA, products, segments, classics, visual merchandising, customer service, jewellery and unique goods.
The MM6 Store was builded with the team hands; starting from receiving the goods, organising and displaying it. Daniela took on several duties such as briefing the sales team on slow sellers and bestsellers on a weekly basis.
Due to her fashion background, she also had the necessary knowledge to pass on information about new collections from the Paris head office to her peers. Daniela was also responsible for the adjustment of merchandising rules for the MM6 London store; which she then relayed to the Paris visual merchandising team. Her design background in addition to her natural understanding of the products, propelled Daniela to be the top salesperson and helped her build a relationship with VIP customers such as Sheiks and their wives Sheikas, Zaha Hadid, Edgar Davis and celebrities such as Florence + The Machine.
MONTA MENSWEAR FW 2015 - PROJECT
n 2014 Maison Martin Margiela welcomed Daniela into their sales team, a brand for which she always had admiration due to its unique style and strong DNA
The name of this French luxury brand derives from the founding designer and has clear and subtle positioning. The petite store is located in one of the most popular streets of Mayfair, a luxury fashion shopping destination.
At the time, the company was undergoing major changes: John Galliano was introduced as the new creative director and then changed the label’s name to simply Maison Margiela. At the same time, Renzo Rosso, owner of OTB Group, which
Maison Margiela belongs to, decided to open an MM6 branch: a more commercial clothing line.
Daniela was invited to be part of this new venture.
On top of the experience acquired at Maison Margiela, a partnership emerged with Edgar Davis, who went from being a client to a friend. Edgar is the owner of menswear brand Monta Heritage, based in the Netherlands and inspired by sports.
Daniela created mood boards and provided research around concepts and designs for their upcoming collections.
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2013
ZARA, London
2014
aniela’s first job in London was at Zara, the fastest growing company in the world. Zara is synonymous with speed, agility, efficiency, strategy, planning, organisation and technology and its business model serves as a reference worldwide.
Daniela was responsible for the organisation and linear functioning of the Trafaluc segment for the extremely busy Covent Garden store. She also collaborated with the visual merchandising team and was responsible for Money Map presentation (analysis of product positioning versus sales, at each location within the section). In addition, Daniela attended weekly meetings where new products and sales strategies were introduced.
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*English Course - Stafford House, LDN-UK
2012
LONDON
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n 2012, Daniela decided it was time for change and moved to London.
Having always been in the search for new challenges, knowledge, personal and professional growth, this next step was almost inevitable. London is where everything starts. It’s a city where great opportunity and people all over the world meet. This was Daniela’s chance to get to know and fully learn about perhaps one of the most challenges of the fashion industry: sales.
Daniela learned about representing a brand, understanding their goods and how well they sell and why. She grasped the importance of certain products, the harmony of the collection’s colour selection, the prints as well as the rules and possibilities within visual merchandising. She had the opportunity to witness the operation behind luxury brands, collections, training, customer service and their clientele’s requirements. Being inserted in the top labels worldwide, enabled Daniela to receive valuable information first-hand and be in touch with their staff, manufacturers, and renowned designers.
It was the beginning of an immersive laboratory, a new school, that would immensely add to her professional knowledge.
Zinco
Morena Rosa Group,
orena Rosa Group in 2010 invited to be part of the design team for Zinco label.
She was responsible for the womenswear jersey as well other textiles (multi product) and complementary goods.
Daniela managed a team of five people, between graphic designers and assistants.
As with the Osmoze company, Daniela’s responsibilities included: collection concept research and development. This time she was included in international inspirational trips. From the development stage the selection of raw materials which required nationwide meetings, development and dealing with suppliers.
Creating the collection theme, inspirational mood boards for the team, choosing the raw materials lab dips, designing knitwear and accessories with suppliers, designing the collection and working alongside with the pattern maker team, responsible for the fittings and presenting the collection to the company directors.
Furthermore, she worked directly with the internal Marketing team, both in directing the theme for the campaign and in structuring the lookbook concept. During this process, not only did she participate in the choice of models, photographers, stylists and
photo sessions but she also worked on set.
HIGHLIGHTS
2012
2010
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SENIOR FASHION DESIGNER
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Coordinated the Jersey and multi product team comprised of assistants, graphic designers and assistant buyer,
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Researched and introduced seasonal collection concepts by creating mood boards, campaign inspiration, colour selection, trim development, exclusive prints, textile selection, etc,
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Took part in international inspirational trips,
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Responsible for the lab dips, garment fittings and pre-production sample approvals,
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Translated trends research into forward thinking commercial products,
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Responsible for designing the collection and developing the final product alongside the pattern making team,
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Developed and negotiated complementary accessories and knitwear along suppliers,
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Part of marketing decisions regarding seasonal lookbooks and campaigns,
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Attended weekly meetings with the sales team to discuss sales and customer feedback,
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Introduced and briefed sales team on new collections.
Senior Fashion Designer
Every season, the company arranged a sales convention for the brand representatives in which Daniela presented the new designs, technical specs and concept behind the new collection.
Numerous strategies culminated sales increase such as: the introduction of Zinco VIP line, focused on party wear, and product repositioning targeting teenagers and ages 30+.
Fashion campaigns around famous models and actresses drew a lot of attention and generated indirect exposure.
CLICK IN THE LINKS BEELOW TO SEE THE
CAMPAIGNS, LOOKBOOKS & MORE.
COURSES & EVENTS
*COOLHUNTING. Escola São Paulo. São Paulo,SP-Brazil. 2012
*Pixel Show : International Conference on Creativity + Design and Art Fair. São Paulo,Sp-Brazil. 2012
*Dale Carnegie Training. Cianorte,PR-Brazil. 2011
*Workshop WGSN@SPFW - "Habla" Movement. São Paulo,SP-Brazil. 2011
*Pixel Show : International Conference on Creativity + Design and Art Fair. Porto Alegre,RS-Brazil. 2011
2010
2008
Osmoze Group
HIGHLIGHTS
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SENIOR FASHION DESIGNER
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Coordinated the Jersey, beachwear, sportswear and accessories design teams,
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Researched and introduced seasonal collection concepts by creating mood boards, campaign inspiration, colour selection, trim development, exclusive prints, textile selection, etc,
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Responsible for the lab dips, garment fittings and pre-production sample approvals,
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Translated trends research into forward thinking commercial products,
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Responsible for designing the collection and developing the final product alongside the pattern making team,
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Developed and negotiated complementary accessories beachwear and sportswear along suppliers,
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Part of marketing decisions regarding seasonal lookbooks and campaigns,
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Met with store managers on a weekly basis to discuss both sales and customer feedback,
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Introduced and briefed sales team on new collections.
smoze Group welcomed Daniela to their product development team for Denuncia label, where she was responsible for jersey, multi products, beachwear and sportswear.
Her duties included: concept research and development, selection and purchase of raw materials, product development and negotiations with suppliers (for knits, beachwear and accessories). Furthermore, Daniela dealt with Marketing agencies, photographers and stylists directly when it came to the model selection and concepts behind fashion campaigns and lookbooks.
Every season, the company arranged a sales convention for the brand representatives and sales team in which Daniela presented the new designs, technical specs and concept behind the new collection.
In 2010 due to changes in staff, Osmoze the brand, asked Daniela to develop their Autumn/Winter 2011 collection which was highly praised since the chosen model was Alessandra Ambrósio (images below).
The Osmoze Group lounge at SPFW in 2009 and their weekly televised runway show for Denuncia label are examples of their high investments in Marketing.
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SALES CONVENTION
OSMOZE FW2010
OSMOZE SPFW
Senior Fashion Designer
1983...
2008
THE BEGINNING
aniela was born in Porto Alegre,RS -Brazil, in 1983. Even before she graduated from high school, she started attending fashion talks and events at local institutions. At the age of 17, she commenced her fashion design degree at UNIVALI, but after two semesters she departed to México for a year where she interned for company specialised in leather goods in the city of Cuernavaca.
Upon her return to Brazil, Daniela took technical courses in Fashion Design and product development at SENAI which catapulted her into the Private Label segment. During this time, Daniela dealt with renowned houses such as Osklen, Totem, Billabong, Redley, Calvin Klein, among others. She also had the opportunity to work on special projects with Sebrae-SC, where she learned how to design by reprocessing textile waste.
In 2007 Daniela was introduced to an Italian Private Label company which offered her an internship opportunity in Florence, Italy. During three months, she had the unique chance to work at the company as well to visit Pitti Uomo, Pitti Bimbo and Bread and Butter tradeshows.
While part of the “Gata Bakana” design team, Daniela showcased her creations on the runway of Teen Fashion Events in Sao Paulo, Brazil. She also attended Sao Paulo Fashion Week and other trend events numerous times.
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*Workshop Planning a Fashion Collection. Blumenau,SC-Brazil. 2006
*Lecture : Sewing the Invisible - Jum Nakao. Blumenau,SC-Brazil. 2005
*SENAC - Collection Development. Blumenau,SC-Brazil. 2005
*Workshop - Design as a differential in the fashion industry. Florianópolis,SC-Brazil.2004
*SENAI - Fashion Design - Industrial.Blumenau,SC-Brazil. 2003
*UNIVALI - Bacharel Design de Moda. Balneário Camboriú,SC-Brazil. 2001.