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The new 'Gone Fitching' collection encapsulates the A&F fishing heritage, designed in an innovative way to appeal to its target audience. It expe… Read More
The new 'Gone Fitching' collection encapsulates the A&F fishing heritage, designed in an innovative way to appeal to its target audience. It experiments with a play on words, with the idea of Fitch sounding like 'Fish'. Read Less
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Abercrombie & Fitch clothing collection.
The new Abercrombie & Fitch collection focuses on its heritage. The original A&F was founded in 1892 as an upscale sporting goods store. The new collection is highly inspired by the fishing section. The designs are highly inspired by the rich visual imagery that surrounds fishing such as the outdoor atmosphere, fishing lakes, rust, signage and fishing equipment such as hooks, bait, lure, reels and nets. My project was selected for the interview process for a job at Abercrombie & Fitch, Ohio.
Gone Fitching Collection.
The new 'Gone Fitching' collection encapsulates the A&F fishing heritage, designed in an innovative way to appeal to its target audience. The tshirts were screen printed with imperfections to give the impression of weathered and eroded fishing signage.
The 'Gone Fitching' collection is fresh, innovative and fun. It experiments with a play on words, with the idea of Fitch sounding like 'Fish'. The designs incorporate playful fishing puns and collegiate messages such as 'Drink like a Fitch' and 'Plenty more Fitch in the sea'. 'The big Fitch' in a small pond is defined as an important person in a group, which relates to the wearers confidence when wearing A&F fashion.
The Gone Fitching collection offers a range of both traditional, humorous and illustrative styles.
 
Labels.
The label 'Give a man a fish...' holds a message that symbolises the quality and reliability of A&F supplying the latest fashion trends.
 
Tags.
The tags incorporate fishing puns such as 'Got you hooked' and 'Catch of the day'. There is also a quirky definition of 'Fitching' The tags are screen printed with grainy imperfections and a grainy texture to mimic old eroded fishing signage.
The Lookbook encapsulates the character of the Gone fitching collection. It incorporates language such as 'It's a big one' which relates to catching a fish but could also be considered as cheeky and suggestive. The Lookbook acts as a style guide and suggests that by visiting A&F you will discover the lastest trends and the best quality clothing.
Each is attached to the t-shirt with a safety pin, old twine and a fisherman's knot to further relate to the theme of the project.
Photographed in the great outdoors with old fishing equipment, the Lookbook encapsulates the A&F fishing heritage. It takes inspiration form the style of A&F, utlising black and white photography and experimental compositions.
 
Lookbook.
The Lookbook encapsulates the character of the Gone fitching collection. It incorporates language such as 'It's a big one' which relates to catching a fish but could also be considered as cheeky and suggestive. The Lookbook acts as a style guide and suggests that by visiting A&F you will discover the lastest trends and the best quality clothing.
Photographed in the great outdoors with old fishing equipment, the Lookbook encapsulates the A&F fishing heritage. It takes inspiration form the style of A&F, utlising black and white photography and experimental compositions.
© Copyright Charlotte Estelle Littlehales.