Abercrombie is an upscale casual wear brand with a target market ranging from ages 17-24, with a section for kids as well- which has been increasing in sales recently. Abercrombie’s mission is to build leaders of inclusive culture. A culture that advances respect and inspires unity. Abercrombie is very consistent in community involvment and teaming up with organization, volunteering, partnerships, etc.
What I respect about abercrombie is that it includes everyone. It is a brand for everyone and anyone, and supportive of all communities and cultures. Attached below, is an inspiration board that includes images and an overall aesthetic that resonates with Aercrombie's branding image.
My passion in the fashion industry is print design. I designed multiple looks for men, women, and kids and in the process I created original prints and patterns to use in my designs. I used contemporary trends, inspiration and concepts that Abercrombie is currently focusing on, while also bringing my own style into my designs and prints.
The concept that inspired my Kids Collection, was the Everybody Collection that Abercrombie recently released. The collection is a gender neutral line incorporating popular trends across genders, for kids. This shows value towards everyone, and fits the branding and morality of the brand very well.
For my women's collection, I was inspired by the summery, adventurous, yet super chill aesthetic that I felt while scrolling through the Abercrombie Instagram. I designed with the intent to recreate that feeling through clothing. The women lineup at A&F has become more of a classy style through the last few years, so I made an effort to incorporate that identity change into my designs.
The men's lineup at Abercrombie has become more inspired by streetwear. In stores, I have observed a lot of jackets, windbreakers, hoodies, etc. and a trend I keep noticing not only in Abercrombie, but runways shows and a lot in fast fashion, is color blocking. I was inspired to design a collection of mens windbreakers using the concept of color blocking
