Lee Body Optix
An innovative combination of science and design. Lee Body Optix uses revolutionary body shaping techniques like Anatomy Shading, Anatomy Warping, and more to help every body look its best.
Product Research & Development
Research Director | Odyssey Network
Lead Cognitive Scientist | VF Corporation
Lead Research Scientist | Kontoor Brands
My work on Lee Body Optix extended across three companies and multiple phases of product evolution. It began during my time at Odyssey Network, where I partnered with VF as a consultant to help develop the initial Body Optix concept. As the product moved into full international production—first launching in Asia—I joined VF full-time and continued leading cognitive science research to refine and validate the body-shaping technology.
After the Lee and Wrangler brands spun off into Kontoor Brands, I remained involved in expanding Body Optix into new global markets. Throughout every stage, my team of cognitive science researchers collaborated closely with Design and Manufacturing to optimize the implementation of Body Optix’s precise visual enhancement technology at scale, ensuring that its scientifically grounded design intent translated effectively into production.
Marketing & Collaborations
Body Optix marked Lee’s first global campaign, with major celebrity endorsements from South Korean actress and singer Yoona and Bollywood star Jacqueline Fernandez. The line was sold in high-end retailers like Selfridges in Europe, Nordstrom in the US, and Lee-owned stores throughout Asia. Body Optix was also featured in a high-profile collaboration with designer brand Cushnie, showcased at New York Fashion Week.
My team and I worked closely with marketing teams at VF and Kontoor to ensure the underlying cognitive science, particularly around visual attention and decision-making, was clearly and accurately reflected in signage, commercials, and print materials. We also collaborated with external fashion designers, including Cushnie, to create elevated Body Optix capsule collections that maintained the integrity of the science behind the design.
