Sonja L.

As the founder and creative mind behind “Good morning, gentlemen!”, I built the brand from the ground up—from brand identity and visual presence to complete web development and product design. This project showcases my ability to deliver holistic brand solutions that seamlessly integrate design, strategy, and technical execution.

With my end-to-end approach, I help businesses and brands create unique, purpose-driven, and market-relevant identities—from the initial idea to the product launch. I place particular emphasis on sustainable concepts, consistent communication, and an outstanding user experience.

www.goodmorninggentlemen.com

As Head of Design, my job was to create four ready-to-wear women's collections per year, catering to a diverse size range from 34 to 54 (size inclusivity). My design philosophy revolves around creating an effortlessly elegant look, characterized by timeless classics infused with a contemporary twist. Emphasizing versatility in clothing is a priority for me, ensuring that each piece can be styled for various occasions, while also providing maximum comfort and ease of care for everyday wear. The design palette spanned a range of garments, including tailored pieces, knitwear, jersey, and denim.

My job included choosing colors and trends, finding the right fabrics, creating designs, and fitting clothes. I also did a lot of research on fashion trends, made mood boards, and put together presentations. These tasks were key to making sure our collections were fashionable and matched our brand's image.

Most of my work was done remotely, but I went to the office for important things like trying on new designs, going to fashion events, and having big meetings about our brand. Being there in person for these things was really important.

I also managed the company's Instagram account, creating content for feed and stories.

With the rebranding of CHRIST German Leather Fashion to WERNER CHRIST GmbH in April 2017, I was appointed Creative Director. In this role, I collaborated with the marketing team on workshops and restructuring initiatives, contributing significantly to the repositioning of the WERNER CHRIST brand.

As Creative Director, my responsibilities included leading the creative process, which encompassed planning, scheduling, and designing two high-end leather and lambskin collections each year. This was done in a team-oriented approach, aligned with the management, product development, and sample purchasing teams.

My responsibilities encompassed the design of sophisticated men's and women's leather and lambskin apparel and accessories, alongside the creation of our seasonal collections. I was also in charge of selecting colors and materials, fitting sessions, and model discussions. Keeping an eye on market trends, conducting store checks, and undertaking international trade fair and city trips were integral parts of my day-to-day activities.

Additionally, I oversaw the conceptual design and implementation of graphic promotional materials and layouts for print and web, managed our brand’s social media presence on platforms like Instagram, and was responsible for organizing photoshoots and our brand’s trade show presentations.