August 2026
Abercrombie & Fitch Co. Sophomore Design Summit
The Natural Instincts Collection, Case Study Champions
Abercrombie & Fitch Co. hosts a Sophomore Design Summit each year for rising juniors majoring in fashion design, product development, textile design, graphic design and illustration, and other creative majors.
The summit incorporates conducting a case study over the course of two days for a new A&F Co. collection that targets a market gap/current trend.
With determined work and meticulous conceptualizing, designing, and editing, Group 2 (my group) won the A&F Co. Sophomore Design Summit Case Study Competition and earned first-round interviews for A&F Co. Summer 2027 internships.
This project was accomplished with my peers: Peyton Spaw (Texas A&M), Corrin Budday (Kent State), Alyssa Gordan Wallace (SCAD), Zuzanna Sokolowski (U of Cincinnati), Maria Paula Grisales Duque (TMU), Styra Goldblatt (UT Austin), Emma Haynes (SCAD), Jasper Martinez (Thomas Jefferson U), and Parth Patel (SCAD).
Programs Used: Procreate, Adobe Illustrator, Adobe Photoshop, Adobe Fresco, Google Gemini, Canva Pro, Pinterest
As a disclaimer, this project was created for educational purposes, and parts were enhanced using AI; any partnerships are fictional, and all third-party content belongs to its respective owners.
Inspired by the current trend of getting outside, backpacking, hiking, and popular trails, my team and I designed the Natural Instincts collection for A&F Co. Spring/Summer 2027.
Inspired by the viral TikTok trend of lip-syncing hiking music videos, we set out to build a look for the consumer who loves being in nature, but loves the aesthetic and the Instagram post just as much.
View these videos from @ameliaspassport , @demelzamay , and @oliviadoeslifeandthingson TikTok
Customer Personas
Our target customers include people who love the outdoors and people who want to be outdoors more often. Using our text message story, we created these two personas:
Trend Research
After extensive research on WGSN, our team found high-low dressing (pairing a basic piece of clothing with a higher-end piece), engineered lace, and the soft utility/workshop aesthetic as current trends.
We designed a mountain-themed cross-stitched lace to be used throughout the Natural Instincts campaign!
Final Collection Illustrations & AI Renderings
The final designs included a signature plaid pattern that was repeated in two colorways throughout the collection and campaign.
The highlight of the collection was the unisex Journey Jacket in three colorways: khaki, green plaid, and red plaid.
The collection also featured the A&F Heritage Patch Henley, the Eyelet Set, and the Meadow Denim Set.
AI Rendering created using an image sourced from Pinterest and Google Gemini.
In collaboration with Hunter Boots, the Natural Instincts collection had exclusive plaid Hunter boots to highlight A&F Co.'s partnership with Hunter.
A statement carabiner necklace adds the utility aesthetic and complements the outdoor-themed clothing in the Natural Instincts collection.
Technical Flats and Details
Sustainability
With consideration of the environment and the outdoors, the Natural Instincts collection uses recycled synthetics and ethically sourced natural fibers in its pieces.
The Natural Instincts collection will contribute 5% of its proceeds to conservation projects across Yosemite National Park, Rocky Mountain National Park, Yellowstone National Park, and Grand Canyon National Park.
By doing this, A&F Co. not only highlights the trend of going outside, but also leaves the outdoors better than it was before.
Influencer Partnerships
The Natural Instincts collection would be best represented by Robert Rausch and Lexi Hidalgo, two influencers who can be frequently seen outdoors or caring for the environment.
Airstream trailers would be used as indoor and outdoor displays for the Natural Instincts collection to encompass that "glamping" vibe the customer strives for. At a Joshua Tree National Park pop-up event, these trailers would be great for influencer promotions as well.
PR & Promotions
As an incentive, the first 100 people at the Joshua Tree National Park pop-up event would receive a free A&F Co. tote bag that can be decorated with custom patches collected from various national parks, including the A&F Heritage Patch that is also featured on the Natural Instincts Henley.
For public relations, a PR box with the exclusive Natural Instincts plaid would be sent to partners. The box includes a travel journal with the mountain-themed lace that can be written in while travelling. This PR box and its contents would enhance the outdoor experience with A&F Co.
Marketing Criteria
For a seamless campaign, the Natural Instincts collection has a typography and style guide.
This guide keeps all branding and marketing consistent.
A&F Co. Natural Instincts Landing Page
The landing page of the Abercrombie & Fitch Co. website during the Natural Instincts collection launch and campaign would feature imagery of trails, camping trips, and retreats, as well as product images with links to product pages for customers to shop the collection.
A&F Co. Natural Instincts Social Media
The Natural Instincts collection will be shown on the A&F Co. Instagram and TikTok pages, worn by influencers and models.
Instagram Ads would be shown on customers' feeds with models wearing the Natural Instincts collection outside.
AI-rendered images created using Google Gemini and photos sourced from Pinterest and influencer Instagrams.
Social media mock templates created using Adobe Illustrator.
The Viral TikTok with Natural Instincts
AI-rendered image created using Google Gemini and images sourced from TikTok.