The Brand Challenge
Abercrombie Kids was evolving its brand to better reflect inclusivity, modern family dynamics, and real customer needs—while maintaining commercial strength in a core category.
Denim represented both a growth opportunity and a
brand credibility moment.
The Consumer Insight
Parents and kids unanimously wanted denim that:
- 1/ Fit more bodies without compromise.
- 2/ Felt current, expressive, and confidence-building.
- 3/ Reflected a brand that saw them.
We felt there was white space to lead with inclusivity as a brand value, not just a feature.
THE CREATIVE IDEA
Position denim not as a basic product refresh, but as a brand statement.
The campaign centered on:
- Fit flexibility
- Self-expression
- Everyday confidence
Product, messaging, and visual language were developed together to tell a clear, unified story:
“Denim that fits real kids, real life, and real style.”
The Campaign Expression
- Developed campaign-led product strategy rooted in inclusive sizing and modern silhouettes
- Partnered cross-functionally to align product, marketing, and retail storytelling
- Shaped how the launch lived across:
- * In-store presentation
- * E-commerce storytelling
- * Seasonal brand messaging
- Supported earned media opportunities that positioned the brand as inclusive and forward-thinking.
PRODUCT
DESIGN DIRECTION:
below, are a few of the denim-specific pages from our BTS 2022 Creative Direction deck. it was very much a jumping off point for all of exciting and in depth work we would embark on.
for any retailer that does denim, they know what a feat it is to drop an entirely new and revamped line of denim. we invested in new denim fabrications suitable to ultimate comfort and more authentic vintage washes. we designed into new fits since looser fits were trending. we looked at every detail with a fine toothed comb, from waist tab adjusters, to soft labels, to backing our destroy for school compliance. with the help our tech team we refined the size chart to be easier for parents to identify the right fit. we brought in children for fittings throughout the entire process.
the goal being, to be the leader in the market for frustration-free, trend-right, awesome denim; and most importantly, help kids be comfortable and confident in their clothes as they head into another school year.
denim outfitting pages from BTS 2022 Creative Direction
fit range line up proposal from BTS 2022 Creative Direction
initial trend research pages from BTS 2022 Creative Direction
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
boys denim and woven bottoms design lead – amy baron
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.]