Lululemon
Vancouver, Canada
Product Creative Design - Extending Brand
Kathleen Vitali was hired by senior leadership at Lululemon to spearhead a new division called Hyperlocal, focused on a speed-to-market model designed to test, learn, and introduce fresh products to stores. She conducted market research within the athleisure space to position Lululemon competitively against brands like Alo, Vuori, Nike, and Athleta. Kathleen created monthly product drops with a six-week turnaround, bringing newness to key flagship stores. Using seasonal color palettes, she identified trend-forward hues to unify each capsule collection seamlessly with existing in-store products. The styles she designed were tailored to the Los Angeles market but gained traction globally, being adopted in the APAC market as well. Kathleen presented each capsule directly to senior leadership, showcasing her strategic and creative vision.
Digital Brands Group
Los Angeles, CA
Kathleen Vitali was tasked with redefining the brand’s identity and brought a fresh, modern perspective. She directed collections, led photo shoots, and shaped the overall aesthetic to create a cohesive brand narrative. Kathleen also built a talented design team including a graphic designer, and identified key signature trademarks to solidify Sundry’s unique market position.
She conducted market research, selected seasonal mood and color palettes, and streamlined fabrics for consistency and quality. Kathleen worked closely with pattern makers, sewers, and attended fittings to ensure refined fits and finishings that aligned with the brand’s vision. Partnering with the VP of Sales and Merchandising, she kept creative initiatives on brand, managed the team’s calendar, and addressed special programs for clients like Anthropologie and Evereve.
After a few seasons, she was asked to bring the same level of creative direction to Stateside, where she redefined the brand’s identity, directed collections, designed key pieces, refined the core collection, and ensured strong brand alignment.
Creative Direction & Design
Recent Projects*
*Moda Guild Agency has/was not contracted with the companies identified below, however the Founding Members of Moda Guild Agency, LLC worked as either a direct employee or an individual consultant of the identified company. The work summary provided is representative of the Member's work completed while engaged with the company in their respective capacity.
Lululemon
Vancouver, Canada
Product Creative Design - Extending Brand
Kathleen Vitali was hired by senior leadership at Lululemon to spearhead a new division called Hyperlocal, focused on a speed-to-market model designed to test, learn, and introduce fresh products to stores. She conducted market research within the athleisure space to position Lululemon competitively against brands like Alo, Vuori, Nike, and Athleta. Kathleen created monthly product drops with a six-week turnaround, bringing newness to key flagship stores. Using seasonal color palettes, she identified trend-forward hues to unify each capsule collection seamlessly with existing in-store products. The styles she designed were tailored to the Los Angeles market but gained traction globally, being adopted in the APAC market as well. Kathleen presented each capsule directly to senior leadership, showcasing her strategic and creative vision.
Digital Brands Group
Los Angeles, CA
Creative Direction & Design
Kathleen Vitali was tasked with redefining the brand’s identity and brought a fresh, modern perspective. She directed collections, led photo shoots, and shaped the overall aesthetic to create a cohesive brand narrative. Kathleen also built a talented design team including a graphic designer, and identified key signature trademarks to solidify Sundry’s unique market position.
She conducted market research, selected seasonal mood and color palettes, and streamlined fabrics for consistency and quality. Kathleen worked closely with pattern makers, sewers, and attended fittings to ensure refined fits and finishings that aligned with the brand’s vision. Partnering with the VP of Sales and Merchandising, she kept creative initiatives on brand, managed the team’s calendar, and addressed special programs for clients like Anthropologie and Evereve.
After a few seasons, she was asked to bring the same level of creative direction to Stateside, where she redefined the brand’s identity, directed collections, designed key pieces, refined the core collection, and ensured strong brand alignment.
Barefoot Dreams
Malibu, CA
Merchandising & Production Oversight
Barefoot Dreams contracted with founding member Jennifer DeClark, to cover a staff shortfall when a key team member was on a scheduled leave of absence. In addition to covering the staff shortfall, Barefoot Dreams saw an opportunity to leverage Jennifer's expertise by optimizing merchandising across home, apparel, baby products, QVC, and licensing. In this short-term role, she enhanced efficiencies, developed strategic assortments, and aligned product offerings for both wholesale and DTC channels. She also led the QVC business, refining pricing strategies and assortment curation, while implementing streamlined development calendars to improve workflow and execution.
