Frederik Willems

Programme Leader BA (Hons) Fashion Design, Branding and Entrepreneurship

Frederik has a wealth of experience and knowledge working in the global fashion industry for over 20 years. He has been involved in product and fabric design and strategic business planning, brand development and management, as well as being a consultant to international men’s and women’s wear brands. Frederik launched a men’s wear life style brand 4 years ago called Hale Clothing. Examples of retail and luxury fashion brands Frederik has worked for are Levi Strauss & Co., Pringle of Scotland, Gieves & Hawkes, and Thomas Pink (LVMH). Currently Frederik is the Programme Leader of the BA (Hons) Fashion; Design, Branding and Entrepreneurship course at the JCA Academy where he brings his industry knowledge, insight and network to inspire and facilitate students’ learning and prepare them for the business world through simulations and live industry projects. Frederik has teaching and management experience across both BA, MSc and MBA fashion courses.

Frederik’s research interests include the following but are not limited to:

  • Fashion (as a practice and the industry)
  • The creative industries
  • Education
  • Business and economics
  • Fashion Communications
  • The Arts
  • Consumer behaviour

Teaching Areas

  • Fashion Design and Product Development
  • Fashion and Brand Management
  • Retail Enterprise – Marketing and Management
  • Consumer Behaviour in the Luxury Market


An experienced visionary and luxury brand executive leading in online and offline brand identity creation and development,  product strategy and commercial collection building. Extensive international experience working in and for British, European, American, Middle Eastern, Asian - Pacific, African and South American markets. A track record of success in visionary and innovative creation of men's, women's and accessory product ranges for numerous luxury and premium brands alongside building and/ or establishing true brand aesthetic and integrity. Combining commercialism and leading fashion & market trends across different brand platforms, product ranges. Directing, managing and leading fabric and product innovation. Building, re-building or establishing brand DNA, brand values and perception, strategic and commercial mapping. Directing and overseeing online and offline photographic and graphic content creation.