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customer and purpose
when i think about the birth of the everybody collection, i get warm, fuzzy feelings and smile ear to ear. i loved what this collection stood for: purpose. inclusivity. kindness. friendship.
at the time, there was a trend in gender-neutral shopping and dressing. but for us, it was more than just designing into the trend. it was about what it embodied for our kid and parents. the word ‘everybody’ in the naming of this collection came from the kids themselves.
the collection consisted of items loved by both genders: sleeve graphic hoodies. dye effects. logo crew sweatshirts. camouflage. bomber jackets. the best part was that we didn’t have a budget for marketing, so we got scrappy and did our own photoshoot with associates' children in an empty room on campus. it turned out incredible!
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
senior design director, abercrombie girls – jodie murphy
concept and art direction, abercrombie kids – katie irving, trent beers
marketing – a&f 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.]
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