ABERCROMBIE & FITCH FALL 2026

Context

For this self-initiated project, I explored how apparel designers plan for a season that has not happened yet. I created a hypothetical line of graphics for Abercrombie’s Fall 2026 collection, inspired by the brand’s young millennial audience who value elevated casualwear, optimism, and self-expression. My goal was to design graphics that feel current today while still remaining relevant in a future season. This meant balancing trend forecasting with Abercrombie’s refined and modern identity. The project also helped me practice real-world apparel design workflows as I prepare to graduate in May.

Challenges

• Designing for a future season: Creating graphics for Fall 2026 required predicting what styles and cultural influences would matter beyond the current cycle.

• Maintaining brand authenticity: Abercrombie’s aesthetic is youthful, confident, and elevated. Each concept needed to feel expressive without becoming loud or overly trend driven.

• Appealing to a specific demographic: The 25–30 millennial audience prioritizes quality, maturity, nostalgia, and lifestyle alignment. Each design needed to reflect these values.

• Balancing creativity and marketability: I wanted to challenge myself creatively by experimenting with illustration, typography, and vintage references, while still ensuring the concepts felt commercially viable for Abercrombie.

Process

I began with trend research and visual forecasting, studying millennial style preferences, cultural shifts, and recurring aesthetic cycles. From there, I created mood boards and sketched multiple ideas before developing five Abercrombie-inspired graphics and three licensed Bulleit Bourbon designs.

• Trend exploration:

  • Mid-century modern motifs, DIY-inspired prints, and vintage sports aesthetics.

  • Fall-appropriate themes such as winter sports, nature, and seasonal nostalgia.

  • Cultural signals including the growing popularity of country music and the ongoing appeal of retro graphics.

• Concept development:
  I translated trend insights into hand sketches and visual experiments, exploring composition, illustration styles, typography, and print techniques like screen printing and embroidery.

• Refinement and final graphics:
  I digitized the strongest ideas and applied them to apparel mockups, focusing on clarity, texture, and intentional print placement. Each final design includes a rationale connected to Abercrombie’s brand identity, resulting in a collection that feels polished, mature, and aligned with the lifestyle of their core consumer.