About
Shan Chen
CMF Design, Textile Designer, Art Director
Shan is a creative and strategic CMF designer and art director with a background in textile design and 3+ years of experience in fashion branding, product development, and visual storytelling. She creates seasonal colour and material stories informed by trend research, consumer insight, and brand strategy.
She’s skilled at turning global trends into campaigns, lookbooks, and retail visuals, and managing creative projects from concept to launch. With a focus on sustainability and material innovation, her work explores how colour and material shape user experience, emotion, and behaviour.
Shan’s approach aims to build stronger connections between people and their environments—using CMF as a tool to enhance well-being, storytelling, and circularity.
Design Process
Step1: Discover
- General Research
- Understanding Brand Identity and Target Direction
- Experience Mapping
- Market Research & Benchmarking
- Trends
Step2: Startegy
- Creating a kit of parts and assets (2D to 3D)
- Brand Positioning
- Communication through CMF
purpose and story to
add clarity
- Encouraging sensory
experiences in CMF
Step3: Design
- Generating look and
feel directions
- Material Palettes
- Pattern and design
direction
- Proposals for the
right CMF directions
for brand aesthetic
and maintenance
Step4: Deliver- Implementing vision into physical
design with detailed
specification
documents
- Ensuring material
specifications meet
testing requirements
- Press images
- Creating process story
- Creating material for marketing