Concept Synopsis

Taking American eagle in to a new era of 2019, one must look back at the 125 years of this brand. Looking at the very start of the brand’s life as an outdoors retail store of David T. Abercrombie’s mind. Having the basis of the brand’s first love of nature is a constant factor in this collection. This collection is about rebirth and fresh ideas. This concept is on a journey, looking at a female customer around the age of twenty-one. She has just started the summer of ’19 and is starting her summer break to California. She is looking for new adventure and to explore the wonderful nature of what California has to offer. She travels to La Jolla, CA, a town full of beautiful natural elements all around. From gazing at the seals bathing at the Children’s Pool to the sunset cliffs of Torrey Pines, her eyes are met with wonder and amazement.

It will be a hot summer on the California coast with a cooling breeze passing by. Fabric will include linen, cotton and silk and brocade. The customer will want to have breathable and movable fabric as she battles the heat while on her journey. The color palette has earthy tones mixed with cool colors based off of the natural surroundings; Pearl, Jolla, Sea, Cove, Sand, Tide, Sky, Pine, Breeze and Fresh Silhouettes will be freeing and flowing to take the customer from day to night. Look one, for example, includes a light waist length silk kimono, cove green cotton canvas capris and a knit crop top for her day exploring. There will also be original print included, such as look three’s maxi dress. Taking the coastal sage scrub, founded in Torrey pines, making it a signature print.

The customer will be a female between the ages of twenty-one to twenty-five. She will be graduating from college and having one last trip before her journey of entering her new career. She is always ready to explore something new, and looks to nature as inspiration for her wardrobe. She is active in yoga and mediation and finds her inner peace outdoors on a sunny day.

This new collection will be something different from Abercrombie’s comfy luxury style.  This collection brings more femininity and style to Abercrombie and also takes notice to the company’s past life.