This brief from Abercrombie & Fitch was to design their fall tee collection and lookbook, creating an 'inspiration book' first to gather ideas and inform the designs.
The lookbook was split into two sections to encompass all of Abercrombie & Fitch's East Coast sensibilities: 'Hertitage'; which featured imagery of the outdoors and Abercrombie's hunting past and 'Varsity Series'; which focused on Abercrombie's sporting and collegiate themes.
I produced the tees in a variety of colourways and using various techniques such as screenprinting, heat press and applique and shot them in the forest as to feature them in pages for the look book.
The inspiration book is a collection of textures, images and fabrics which related to Abercrombie & Fitch's heritage and sensibilites and showed an understanding of the target audience.
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Photography by Alex Hurst.
