E-tailer BAM names Natalie O’Connell design head

By

Sandra Halliday

Published
Sep 29, 2022

‘Purposeful’ activewear brand BAM has named Natalie O’Connell as its new Head of Design. She’ll lead the London-based design team for both the brand’s womenswear and menswear lines, “while driving innovation and business growth and building on its success”.

The company said she “brings a wealth of fashion design experience across a mix of high street and designer brands to the role, including Max Mara, Boden, French Connection, Day Birger et Mikkelsen, Gap and Joules”. 

At Boden she was part of the design team for over six years, during which time she was responsible for designing its limited edition Icons collection, which was “credited with bringing new customers to the brand”.

At BAM, she’ll report to Product & Brand Director Helen White.

The company said O’Connell “has been tasked with using her experience to create a strong design identity for BAM and build on the brand’s bespoke fabric innovations to design ranges that are different to any other activewear being made”.

And O’Connell added: “Technically speaking, BAM is different to anywhere else I’ve worked before because the science behind the sustainable, innovative fabrics used is totally new. That’s why learning how to navigate these new fabrics and technologies will be one of my first big challenges, and it’s this type of challenge that attracted me to the role in the first place. It’s exciting to be part of a next-gen label with purpose that’s working to deliver the solution instead of being part of the problem when it comes to fashion and sustainability.”