I think of taste as a way of paying attention. It is not a fixed collection of beautiful things, and it cannot be downloaded from a seasonal trend report. It develops through curiosity: noticing what makes a room feel balanced, why one image stays with you, or how an unexpected song changes an evening.
Trends can be useful signals, but they are not a substitute for judgment. When every reference comes from the same feed, creative work begins to circle around itself. A personal point of view needs wider inputs: travel, conversation, music, cinema, materials, people, and ordinary moments observed closely.
Taste is not knowing what is fashionable. It is knowing what belongs, and why.
This is also why I am drawn to working across disciplines. An idea from sound can influence a space. A material can suggest the pace of a film. A conversation can reveal the language a brand has been missing.
For me, creative direction is not about imposing one style on every project. It is about recognising the idea with the most life in it, then bringing together the people and details that allow it to become fully itself.