Abercrombie & Fitch Sophomore Summit
2023
With only three days and completely online, 49 other designers and I were tasked to create a case study for an Abercrombie and Fitch 2024 Spring/Summer collection.
My group, consisting of 9 other designers with different concentrations, focused on a story based campaign that exemplified our creativity within apparel and digital marketing design. Within 48 hours of learning about the case study's topic, we produced a hearty presentation
Above consists of our research phase that gave the campaign realism and set our work up to succeed. We begin by introducing our story and concept. In this campaign, it follows a group of female identifying people, each with their own personal style. This group heads west to enjoy summer in the mountains and by the fire, however, they soon find out only one of their suitcases made it on the plane.
We created a versatile and functional wardrobe that people of all different styles can mix and match. Our branding was based around the history of Abercrombie & Fitch, bringing a collection inspired by nature. This whimsical design and theming throughout our presentation adds a layer of intimacy, as my team brings the viewer along our story.
The fabrics and color story follows our concept and embraces the natural colors of the woods, and carries on throughout my team's original looks. Our story is also seen in the graphics and prints. Abercrombie & Fitch has highly rated floral patterns, so to continue this legacy, we created a new light and airy pattern that appears on a long sleeve shirt. There is also a boat graphic that relates back to the concept of nature and spending time outdoors, as well as a graphic that states "If lost please return to earth," nudging towards our lost suitcase origin story.
This last portion of my team's work shows the branding portion of our collection. We have signage and social media presence that portrays our collection's concept and simplicity. We conceptualized a hang-tag that gives back to the earth, and a mock-webpage to promote the collection's new arrivals.
