AUDREY REILLY

Founder & Creative Director at Unknown Behaviours

About

Audrey Reilly is a distinguished leader in the fashion industry with a strong academic foundation. She holds an NC in Fashion Design from Cardonald College Glasgow (1992) and a BSC Honours in Clothing from the Scottish College of Textiles, Heriot Watt University (1996). Reilly's extensive professional experience includes significant roles such as Founder & Creative Director at Unknown Behaviours, Creative Director Consultant at Vans, and multiple leadership positions at Lululemon, including SVP Womens, VP Mens, Womens Innovation: Whitespace, and Creative Director: Consultant (Special Projects). Her career also includes impactful contributions at 27 Bones.

Education

Cardonald College Glasgow

NC Fashion Design, Fashion Design / 1992

Scottish College of Textiles Heriot Watt University

BSC Honours Clothing, Clothing / 1996

Experience

Unknown Behaviours

Founder & Creative Director / October, 2021 — December

Founder and Creative Director of HUMAN LED INCUBATOR. Focused on understanding human well-being and disrupting product categories to be more inclusive. Created insight-driven, market-validated, high-fidelity disruptive innovations, building desirable and validated solutions to empower businesses for a more inclusive world. Developed innovation platforms across various product sectors using the TRL process. Collaborated with industrial designers, behavioral experts, physiologists, and sports scientists to unearth novel solutions for unsolved or unknown needs.

Vans

Creative Director: Consultant / January, 2025 — December, 2025

Creative Director Consultant specializing in advising, consulting, and creating creative visions for the brand across Footwear, Apparel, and AXS. Main focus on narrative and visioning to inspire design. Responsible for creative direction for Womens, Mens, Accessories, and Footwear projects, including innovation platforms (RM and new methods of make), visioning for print, color, and texture, defining muse/consumer profiles, liaising with internal and external partners, establishing brand voice, and overseeing a global virtual team. Guided and self-wrote briefs for critical innovation paths.

Lululemon

Creative Director: Consultant (Special Projects) / December, 2020 — November, 2024

Creative Director Consultant for Special Projects, advising and creating creative visions for innovation projects. Focused on Team Canada Olympics initiatives: Beijing 2022 (Transformation), Paris 2024 (Tapestry of Pride), and Milan 2026 (Born to Explore). Responsibilities included creative direction for special projects across Womens, Mens, Accs, and Footwear, innovation platforms (RM, human-led design), visioning for print/color/texture, innovation for Paralympians (creating solutions for all body types), defining muse/consumer profiles, stakeholder liaison, brand voice, and overseeing a global virtual team. Engaged in self-writing briefs and guiding critical innovation paths.

SVP WOMENS / October, 2017 — December, 2020

SVP WOMENS, creating the brand vision alongside the SVP of Mens, and partnering on color, print, and textile vision. Defined the brand's design ethos and 'EDGY.SPORTY.SENSUAL.' muse/consumer profile. Led seasonal creative direction, brand voice, and oversaw all women's design, including mainline collections (RUN, TRAIN, YOGA, OTC), innovation (bra, underwear, layering), and girlswear (ivivva). Collaborated with concept, color, print, and accessories teams for head-to-toe collections, including women's collaborations. Served as the voice and curator for the women's category, installing principles of obsession, curiosity, and passion into the design team. Ensured products were benchmarks of Performance + Style with global appeal, scouted new manufacturers and innovations, trailblazed extended sizing, and championed diversity and sustainability. Oversaw a team of 50+ creatives and collaborated with CPO and business leaders on innovation roadmaps and business strategy.

VP MENS. WOMENS INNOVATION: WHITESPACE / August, 2016 — October, 2017

VP MENS. WOMENS INNOVATION: WHITESPACE, responsible for creating the vision for Product Innovation. Partnered closely with the Whitespace Innovation team to translate research and development into solutions for guests. Focused on innovation for both men's and women's categories, developing RM platforms like Senseknit and innovations in key areas like bras. Collaborated with the brand Creative Director to build cohesive innovation platforms and products. Reported to the CD and CEO, contributing to business plans for growth through in-season and future innovation. Visited global factories to embed Lululemon DNA and UPOV innovation, established a brand design ethos around innovation, and led a team of industrial, product, and graphic designers. Showcased all internal product innovation work.

27 Bones

Creative Director for Footwear, Accessories, and Brand at a startup Fashion/Sport Brand focused on Premium Footwear + Accessories, blending Fashion+Sport+Artisan Craft. Developed the brand's ethos, muse/consumer profile, seasonal creative direction, and brand voice. Oversaw all design, working with artisan craft experts to create premium products. Managed a global team of 6+ designers, ensuring cohesive brand DNA across all work. Designed parts of the line

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