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Siobhan "Shiv" Lawson

Vice President of Design

Leadership Values

As an executive, I have had the privilege to lead, mentor, motivate and inspire. I am a creative leader who can balance the art with the science that is critical to commercial design. I understand the importance of strong communication and teamwork to achieve positive business results.

My guiding principles:
  • Be curious. Ask questions.

  • Change is inevitable, learn to embrace the new and unknown

  • Teamwork and collaboration are the key to success

  • Ensure high performance and set the standard

  • Create and foster an environment that is a great place to work, have fun [ happy designers make great product ]

  • Be humble and authentic

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INSPIRE, MOTVATE, & COLLABORATE

I’m deeply committed to fostering strong team dynamics and building meaningful relationships – it is at the heart of success. Passionate about mentoring and developing talent, I take pride in helping others grow and reach their full potential. I thrive in cross-functional environments, partnering seamlessly with merchandising, sourcing, manufacturing, and business planning teams to drive impactful results-oriented outcomes.

CREATIVE & ANALYTICAL

I bring a unique balance of creative vision and analytical thinking – blending right brain creativity with left brain business acumen. Grounded in data and sales Insite, I translate emerging trends into commercially successful products that resonate with the customer. A strategic thinker, I’m focused on both innovation and execution – driving key items, big ideas and long term growth with keeping the customer mindset and the core of every decision.

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TREND SPOTTING & TRANSLATION

With a sharp eye for global trends – from street style to high end fashion – I excel at identifying commercially viable, on trend products that exceed customer expectations, uphold brand integrity and drive strong product margins

PROCESS & SYSTEMS

Strong at Calendar development, adherence & budgets.
Very experienced in process & product lifestyle management (PLM) Computer savvy in Web PDM, Photoshop & Illustrator, & presentation systems Keynote, google slides, Word, Excel ETC

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GREAT SENSE OF HUMOR

I’m a compassionate and approachable leader, known for my sense of humor, genuine connection with others and strong
self-awareness..... 

A Bit About Me

In the worlds of design and leadership, I possess a blend of creativity and astute business knowledge. Over the span of two decades, I have solidified my position as an executive-level design leader, leaving an indelible mark through the creation of trend-right products that resonate deeply with consumers. With a comprehensive understanding of clothing design and manufacturing, I seamlessly maneuver through the intricate landscapes of the fashion industry, adeptly catering to both domestic and global markets. With a rich background spanning women's and children's apparel, I am an authority in fashion retailing, my expertise serving in an ever-evolving landscape.

My Work Experience

2025 - PRESENT

2019 - 2025

2017 - 2019

2014 - 2017

2012 - 2014

2010 - 2012

2001 - 2010

LANE BRYANT - Vice President of Design

Leads and oversees the creative direction for the company including color, print, fabric and trend direction. Ensuring the vision aligns with the brand identity and targets growth opportunities. Provides direction and support to team of designers across all categories including sportswear, tailoring and activewear.  Drives the development of product innovation, cost engineering, and brand strategy. Leading the way with advancements for speed and cost improvements, utilizing AI and Clo technologies to transform the design process.

LANE BRYANT - Assistant Vice President

Lead all aspects of the design process from concept to final collections. Created the annual calendar of operations with a focus on apparel design, technical design. Managed a diverse team with different categories. Responsible for $360M company volume yearly.

LANE BRYANT - Design Director

Managed the tops and dresses [ both knit and woven ] sweaters, bottoms, jackets. Worked with executive leadership to develop product assortments that drove growth.  Co-created a pair of leggings that is patented for its lifting and sculpting features.

LANE BRYANT - Senior Designer

Led the design team to create key items and category programs. Spearheaded the design development cycles for knit and woven tops and dresses, and pants. Partnered with sourcing and production teams producing value driven collections.

JUSTICE - Senior Designer

Drove design and development for the girls’ tween department. Responsible for 40% of the annual company volume. Led print and graphics teams. Oversaw the development of collections from conception to final products. Engineered products that met IMU and MMU’s without compromising design integrity.

JUSTICE - PRINT & PATTERN MANAGER

Led all aspects of print, pattern, artwork and graphics. Managed the workflow for six artists and technicians. Aligned with the trend director envisioning print and graphics trend with the design team.

JUSTICE - SENIOR DESIGNER

Developed trend right product assortment. Mentored junior members of the design team.

My Education

London UK

UNIVERSITY OF WESTMINSTER - BA FASHION DESIGN

Graduated with honors

SIOBHAN LAWSON

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