Athleta Trend & Concept FA/WI 2020
For a new season and a new Brand direction, Athleta needed a new focus on the customer. With rich imagery and a deeper look into the motivating factors of the season, this Concept Book needed to look different.
The Design and flavour leaned into streetwear to bridge the gap from life-to-gym and back again, complimenting the concepts.
Project: MACRO CONCEPT, surface print and pattern focus: high level themes, surface print and pattern category focus (women’s)
Client: Athleta
Season: Autumn/ Winter 2020
Role: concept, research, and analysis, original graphics and print
Activation: digital book
Instinctual Alignment
Better holistic living through authentic connections.
Contemplations on planetary healthy are timely, affecting the legacy passed to future generations. Nostalgic consumer longings for life beyond urban landscapes lead to escapist dreams. Deep, internal emotional explorations feel as adventurous as rugged, super natural destinations. Genuine connections are meaningful. Technological perfectionism is fast-moving and wide reaching. Embrace the timelines and the tangible in human being through the perfection of infection.
