Samuel Williams, Portfolio
HOME FOOTWEAR CMF PROJECTS
FP Movement x Lacoste SS25 - Women’s focused capsule
Shaped colour and material direction for the FP Movement x Lacoste collaboration, working within FP Movement's existing graphic language to build a clear story for each product in the range.
Colour and material direction was grounded in tennis heritage and archive research, translated into a considered story rather than a simple colour-up.
Several early CAD directions carried through to final product with only minor tweaks.
The collaboration sat within a wider business focus on growth in women's and the US market, both areas where Free People carry real strength.
Middle Row (L-R): 4. Initial CADs ‘Lemon Meringue Story’ 5. Final product shot ‘Club Low’ 6. Final product shot ‘AG-LT23’
Bottom Roe (L-R): 7. ‘Lemon Meringue Story’ moodboard 8. FP Movement look and feel moodboard. 9. Insock graphic
Highsnobiety x Lacoste SS24 - L003 2K24 ‘HS’ & ‘ Not in Paris’
Directed materialisation for an elevated version of the L003 2K24 in its launch season,
developing two premium colour stories with Highsnobiety - 'HS' and 'Not in Paris'. With this style, introduced a detached overlay cage,
stitched only on stress points rather than fully stitched down as on the mainline shoe, allowing for a different and more premium finish than the original product.
For 'HS,' materials moved into open mesh, tumbled leathers, and nubuck, elevating the palette beyond what the mainline shoe carried. For 'Not in Paris,'
the focus shifted to a printed gradient, moving from dark green into black, with metallic pops throughout.
Top Row (L-R): 1. On foot shot from ‘HS’ campaign, 2. Top down product shot 3. ‘HS’ CAD
Middle Row (L-R): 4. Side view of ‘HS’ shoe 5. Initial look see sample with incorrect cage 6. BTS shot from campaign
Bottom Row (L-R): 7. ‘Not in Paris’ CAD 8. On foot shot from ‘Not in Paris’ campaign 9. Initial look see sample ‘Not in Paris’ with incorrect cage - the colourway shifted quite a lot from initial proposal but materialisation was close.
Special Make Ups - Key Account and Quick Strike projects
Owned colour and material direction for SMU and quick-strike footwear projects across all global key accounts,
translating distinct consumer behaviours and account briefs into product that worked for each region - APAC sourcing and trend cycles,
US entry price architecture, EMEA key account complexity, and LATAM account development - while keeping design coherence across a single product range.
Delivered for key accounts including Courir, Zalando, JD, Foot Locker, Spitz, and Novus.
Sat on a retail research task force conducting market visits across the UK, Europe, and Asia, feeding live consumer insight directly back into colour and material strategy,
and contributed to a women's task force defining a capsule collection that sharpened our commercial offer.
Top Row (L-R): 1-3 Courir exclusive ‘Spinor’ campaign featuring Jean Ndjoli
Second Row (L-R): 4. Quick Strike ‘L003 Neo’, 5. Courir exclusive ‘T-Clip’, 6. Courir exclusive ‘Game Trainer’
Third Row (L-R): 7. Foot Locker exclusive ‘Storm 2K Lite’, 8. Courir exclusive ‘Club Low’ Leopard CAD, 9. Courir exclusive ‘Club Low’ Leopard
Bottom Row (L-R): 10. Mainline Run Set Ace ‘Archive inspired jacquard’, 11. Mainline Serveslide Hybrid ‘Archive inspired print’, 12. Mainline L003 Neo Shot gradient printed ripstop.