Luna & Sol Luna & Sol is a print design studio delineating a new vision for Abercrombie Kids where we celebrate youth through a lens of inclusivity and expressed empowerment to highlight A&F’s exceptional merchandise.
Abercrombie kids Spring/Summer 2020 Design categories: girls, boys, and unisex
Jenna Raffel Astrid Otero Tiara Jones Miranda Beitel
Abercrombie Kids Brand Benchmarking The Abercrombie kids brand displays a plethora of fresh designs including prints and patterns inspired by nature and art. Many of the prints and patterns that include the natural aesthetic of palm leaves, flowers and even a ripple wave has inspired us. The placement of the patterns are normally clustered together or have minimal space of the patterns within the scale.
Abercrombie kids have an adventurous spirit, are active, expressive and creative. They look up to their older sibling and YouTube stars, always having access to their phone to get a download on the moments trend. But more than that, these kids want to have an impact on the world, whether it be through a garden they plant with the family or sharing lunch with a friend at school.
Kid
Target Customer
ages 8-12
Parent
These Millennial parents desire their kids to have a trendy and practical wardrobe. Their top priority is ultimate comfort for school, home, and outings, followed by fabrics that will last a long time. They are raising their children to be a positive influence on the environment and others around them. This is the wardrobe they choose to see their kids grow in.
The consumer that we target with this collection, is kids that want to go on adventure, are active, and are creative. They look up to their older siblings and to Youtube stars and Instagram influencers for fashion. They are constantly on the move with mom or dad and love getting their photos taken. The parents want their kids to be trendy and dress more mature. The parents want the kids to be comfortable for school and have fabrics that will last. These kids want to make an impact on the world.
Visual Research
Color trends SS2020
Empower up!
A-gendered patterns
Fidget clothing
Organic Aspirations
Interactive designs
Themed collabs
Fidget textures
Jenna Raffel
Astrid Otero
Tiara Jones
Miranda Beitel
Focus print
Coordinate print #1 - two colorways
Coordinate print #2 - two colorways
Coordinate print #3 - two colorways
Seamless tonal coordinate
Knit
Woven
Laser Cut
Free Design
Process