From FMR Mentee to Assistant Footwear Designer at ASOS

Kamara-May Coleman’s story shows just how a little guidance at the beginning of anyones career can take you far. Beginning with their mentorship under a software engineer at ASOS, where they connected them with industry individuals that opened doors to opportunities she had not yet experienced, leading to a coveted paid partnership internship with ASOS.

Throwing herself into every project that came her way, she went from intern to Assistant footwear designer at ASOS. Speaking to her, we find out what the journey was like from mentorship to employment, as she shares her tips and learnings on how to get there.

Let’s start with your journey as a mentee, what was that like for you?

Being a mentee was such an amazing experience for me! My mentor was originally from ASOS, he was a software engineer, but you know what? He didn’t let his background get in the way of learning about fashion and opening up opportunities for me. He was well aware of his areas of expertise and knew exactly who to connect me with for the perfect guidance. It was really awesome because my mentor went above and beyond, dedicating a lot of time to nurture my growth in the program. And the best part? He didn’t just disappear once the program ended. He stayed in contact, making it more than just a standard mentorship. It was truly special, and I’ll always be grateful for the opportunities he opened up for me.

After, you went on to get one of our paid partnership internships with ASOS, how was that?

I was placed in menswear design, the other mentee’s that were on the internship with me were women’s wear and collusion, which is an ASOS own brand. So, originally the layout was meant to be three weeks in each department. So, my first three weeks was in casual trousers. It was a great time to kind of get to know the inner workings of ASOS.

My next department was tailoring, where I got to learn a lot about the supply chain, their cycle, and everything in between. So that’s where I got to learn more than logistics, whereas casual trousers was more about the actual design process. After that, I moved to footwear, and I’ve been there ever since! I was there from November to April, and I learnt so much. My initial projects were small tasks, but eventually I had the opportunity to design my own collection, which is coming out in October. 

It’s pretty crazy because my manager put a lot of trust in me. She was adamant that I dive right in, especially since I started as an intern. She wanted me to make the most of the limited time I had. So she threw me straight into the deep end by giving me 14 options for slippers to design.

Can you talk us through that process of designing the slippers?

First, let’s start with market research to identify trends. We specifically focus on a group of ASOS’s consumers to see what captures their interest and stands out. It’s incredibly fortunate when we discover something that can be redesigned and offered as a more affordable option. We begin by prioritising those ideas.

Next, we hold a development meeting where we collaborate with the buyers to discuss our future direction. Together, we create a comprehensive list of designs that we want to visually explore. This could mean requesting around 50 samples or designs to evaluate in person. Once the meeting concludes, I take on the task of creating technical drawings for the designs and send them off to our suppliers.

When the samples arrive, we conduct fitting sessions to assess their fit and make any necessary adjustments to ensure they look fantastic. Once we have all our samples ready, we move on to arrange builds. During this phase, we carefully narrow down the initial 50 options to a final selection of 12 (or however many options the merchandisers have allocated). Our goal is to refine the collection, ensuring it caters to the preferences of every consumer within our target audience.

Once everything is finalised, the merchandisers handle their magic, and the collection is sent off. Then, after a wait of around seven months, it finally appears on our website.

Congratulations on moving to a full time role as an Assistant Footwear designer at ASOS, how are you finding it?

 I’m absolutely loving it. I can’t believe it’s been this long already. I’ve been in this role since April, but it still feels like I’m in a bit of a shock. You see, achieving this dream and goal has been a lifelong pursuit since my early years in primary school. It’s surreal to think that I’ve finally made it here.

Part of me is still waiting for that big “wow” moment where it all sinks in and I realise that I’ve actually accomplished it. But with everything moving at such a fast pace, I haven’t had much time to truly soak it all in.

What kind of projects have you been working on?

A lot. Since April, we’ve been working on numerous collections. My focus areas are trainers and boots. Every few months, I have the opportunity to design around 14 options of boots and approximately 20 options of trainers. So, in the past three months alone, I’ve created over 60 or 70 designs.

It’s been quite an exciting journey. We’ve had meetings with department heads to showcase our progress, which then leads to bigger meetings where we present our work. These experiences provide fantastic opportunities to learn and grow even further. In fact, I’ve recently embarked on a new endeavour to explore digital design. I’ve been using a VR headset and experimenting with various AI software options.

Speaking of software, we’re still in the research phase, trying to find the perfect fit for our needs. The world of footwear design is quite different from other fields, so we’re on the lookout for software that caters specifically to our niche requirements. While some options like Clue 3D are great, they don’t encompass accessories, jewellery, or footwear. So, we’re actively exploring different possibilities and determining which software works best for us.

Moreover, I’ve taken on a leap project that focuses on driving our digital design efforts. It’s a project that aligns with my passion for digital design, and it allows me to contribute even more to the team. Additionally, I’ve joined the design newsletter team, which keeps the entire department updated on current trends and events. It’s been a journey of gradually taking on more responsibility and settling into my role.

What advice would you give the current mentees of Cohort 6?

If you think there are no opportunities, create them. Similarly, finding a supportive and creative circle of individuals can help you navigate these opportunities and envision new possibilities. It wasn’t just me; it was the people around me who sparked ideas, guided me in pursuing permanent roles, and taught me how to approach influential figures.

Having a tribe of like-minded individuals and embracing diverse perspectives is essential. Don’t be afraid to think differently because there is always room for your ideas.