Daniel Chen. Creative Director. Retail, Lifestyle & Beauty.
I lead creative teams that bring retail, lifestyle, and beauty brands to life through design and photography. Whether it’s driving a 25% lift in conversions at Smith & Noble or earning an ASME nomination at Elegant Bride, I'm all about creating work that actually moves the needle. Before that, I shaped the creative vision as a director at Lands' End and HSN.
"In his (Daniel) role as Design Director of Elegant Bride, we worked closely together to make it a modern, intelligent magazine which, after 3 issues, was nominated by ASME for a national magazine award-the first bridal magazine ever to be given this honor."
— Deborah Moses President/Creative Director, Moses Media, Inc.
Explore the Work, From Editorial to AI
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![Magazine cover titled 'Elegant Bride' featuring a woman with a large floral headpiece made of colorful flowers and makeup.]()
Editorial
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![Dining room with a wooden table, black chairs, a white armchair, beige curtains, and a large window showing a view of greenery and a swimming pool outside.]()
Catalogs
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![A woman in a white gown sitting on a cloud with jewelry, against a sunset sky with clouds.]()
AI Content
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![A smiling woman with red hair holding two yellow umbrellas against a pink background with large red and yellow text. She wears a navy blue jacket, polka dot shirt, white skirt, and red rain boots.]()
360 Campaigns
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![Cover page with text "Vera Wang on Weddings" and a blurred dress hanging in a room.]()
Book Design
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![Logo with large stylized black letters J, A, M, and A arranged vertically, with the text 'Johnson and Miller' in smaller black font next to the letters.]()
Brand Identity
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![A smiling woman with short dark hair and red lipstick, promoting Revlon ColorStay Lipcolor with 8 hours of super-shiny lips.]()
Packaging
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![Black and white poster of a woman in lingerie and a leather jacket, standing in a confident pose, with red text along the left side.]()
Posters
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![Smith & Noble Still Life]()
Still Life
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![A promotional email from HSN showcasing spring fashion trends for 2014. The email features four sections: Sport Crush with a smiling woman in casual athletic wear and shoes; So Simple with a woman in a shiny top and accessories; Fine Arts highlighting floral prints with a woman in a colorful blazer; and Vintage Spirit with a woman in a vintage-inspired dress and jewelry. Each section includes images of clothing and accessories, along with 'Shop Now' buttons.]()
Digital
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![Collage of images showing the process of making woven fiber and textile products in a factory, including spinning, weaving, and inspecting fabric.]()
Videos
Meet Daniel Chen
I've spent my career leading creative and design teams at brands like Lands’ End, Smith & Noble, and HSN. I built my foundation in the fashion, beauty and editorial worlds, shaping the visual direction for Victoria’s Secret Beauty, Revlon, and Marie Claire.
The design landscape is always shifting, and I believe in staying ahead of the curve. Right now, that means integrating Figma and generative AI into my daily workflow to keep things fast, modern, and sharp. No matter the tools, my core philosophy hasn't changed: strong words plus strong visuals equals a message people remember.