This project brief was set by Abercrombie & Fitch during their recruitment period.  I made it through to the second interview selection process but unfortunately no further. However I was very happy with the solutions that I created for this brief.  Abercrombie & Fitch asked us to produce a set of graphics for their logo, icon and heritage apparel T-shirts.  Through extensive brand research and influence, I developed and translated 'A Heroine' concept into T-shirt designs for women.

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The current Abercrombie girl is the supporter of the male American Hero.  I wanted to give the female her own identity and become 'The Heroine.'  Taking "Artemis" the Greek Goddess as an archetypal character, I researched into Female American Heroines depicting these personality traits.  This process resulted in identifying Amelia Earhart, the first woman to fly solo around the Atlantic Ocean.  Aviation and the confident woman became the building blocks for a clothing range to be developed.