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 casual wear, optimism, and self-expression.

Challenges

• 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 created mood boards and sketched multiple ideas before developing five Abercrombie-inspired graphics and three licensed Bulleit Bourbon designs.

• Trend exploration: I drew inspiration from mid-century modern motifs, DIY-inspired prints, and vintage sports aesthetics. I paid attention to 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.