customer and purpose
summer of 2022 was the season of growing excitement for the opportunity to expand our boys ‘ready for play’ active franchise. we know our kid lives in– and loves– activewear especially in the summertime, but the challenge was to do it in our way that was trendy but tasteful, innovative yet easy… and just plain cool. we weren’t looking to compete with the big names, but we wanted to offer our version for our loyal customers, and certainly attract new customers.
DESIGN DIRECTION:
below are the abercrombie boys Creative Direction pages my team and I generated for this active collection. this season, I was passionate about introducing updated functional fabrics, all super soft, and in multiple tops and bottoms silhouettes. we were intentional about designing into a tight color palette and pattern collection to ensure pieces were easy to mix-and-match. I always love how we inject fun and trend in a tasteful way, with newness in logo graphics as well as licensed graphic content that resonate with our kid. the main goal more than ever was to be his comfiest, most-loved, go-to, every day outfit for any summer activity.
credits
with every season, it takes an amazing team to make the vision come alive:
GVP of Design, abercrombie kids – sarah schwartz
senior design director, abercombie boys – roma king
concept and art direction, abercrombie kids – becca scono
social media and website work – a&f marketing, stylists and web team
coordination floorset – a&f product channel marketing team
[material shown here is property of abercrombie and fitch and is not for use or reference outside of showcasing my previous work and abilities during my time at abercrombie kids.]