customer and purpose
we’ve always known our customer goes crazy for our unique take on licensing and trend. each season, we strive to offer new and next and really wow them from the competition.
there continues to be this massive trend in all things racing… vintage racing tees, moto jackets, retro shop shirts with patches, and classic muscle cars. once we secured McLaren licensing, we were able to create a compelling capsule of several racing-inspired items that were a mix of licensed product and that of our own brand. we were able to align this collection with the adults brand as well, which allowed for some incredible marketing moments.
DESIGN DIRECTION:
the below pages are snippets taken from my Back to School 2023 Creative Direction presentation. we chose to design the racing capsule to sit within with our bigger active theme called sports start; injecting this incoming trend within active was disruptive and helped to give the active assortment an new edge for our kid as shown in the outfitting. for the items solely in the capsule, my team dug into racing-relevant trends to come up with a compelling presentation of licensed car tees (maclaren was the newest but we also utilized chevy, plus spongebob with a car twist,) a matching sweat set and transitional bomber jacket.
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
[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.]