Amy For Free People
The ask:
For this project, I conceptualized and designed a Fall/Winter 2023 activewear capsule collection featuring eight cohesive styles using 12 original textile patterns from my theme board. As the designer, merchandiser, and sales rep, I presented the collection’s inspiration, materials, silhouettes, and pricing, showcasing its commercial viability.
Skills
Adobe
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Collaboration
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Textile Design
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Research
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Pitching
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Creativity
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Pattern Creation
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Adobe • Collaboration • Textile Design • Research • Pitching • Creativity • Pattern Creation •
Process
Concept Board Creation
Research: The rich history and culture of Santa Fe, the oldest capital city in the United States gave me the inspiration for this collection, as well as its natural beauty, vibrant colors, and unique architecture, particularly the adobe structures and iconic blue doors that symbolize warmth and welcome. Additionally, I explored Indigenous art celebrated through events like SWAIA’s centennial in August 2022, which highlighted the enduring relevance of this cultural heritage.
Vision: The blend of Santa Fe's historical and cultural identity with modern trends, created a vision that feels both rooted and contemporary. This research taught me the importance of grounding design concepts in authentic storytelling to resonate deeply with consumers.
Pattern Development
Drawing Inspiration: Creating the patterns was a deeply creative yet structured process. I drew inspiration from Santa Fe’s visual elements, such as the crosses from historic churches, which informed designs that felt both spiritual and timeless. Traditional motifs like cacti and longhorns added a recognizable connection to Southwestern culture.
Capturing Architectural Details: To reflect Santa Fe’s charm, I incorporated architectural elements like the iconic blue doors, using them to create graphic patterns that symbolized openness and welcome. Each pattern was carefully refined to align with the collection’s cohesive color palette.
Refining: This process taught me how to translate complex cultural influences into designs that are visually compelling and commercially viable. By iterating on each pattern, I ensured they not only fit the aesthetic of the collection but also resonated with Free People’s consumer base.
Flats
Creating the Flats: With the concept and patterns finalized, I created eight cohesive flats on Adobe Illustrator for the Fall/Winter 2023 collection. These designs embodied an "open, airy, but bold" style, inspired by Santa Fe’s natural landscapes and infused with trending athletic silhouettes.
Balancing Function and Style: To ensure versatility, I selected lightweight, breathable fabrics that transitioned seamlessly from athletic wear to casual outings. Each piece was thoughtfully crafted to balance functionality and aesthetics, catering to the needs of Free People's modern consumer.
Line Sheet Slide Deck
