SET AMERICANA
OBJECTIVE: Create a simulated brand and line through trends we have seen throughout 2024-2025.
THE ASK
Create a collection under a fantasy brand line. We were tasked to analyze the target market, fashion trends, and the industry.
Research - Trend Forecasting - Writing - Graphic Design -
Research - Trend Forecasting - Writing - Graphic Design -
THE PROCESS
Ideate and Gather:
When looking into trends, I have seen the uprise of identity, what it means to be American, and the establishment of American fashion. Political, social, and creative practices have opened the discussion with the nuances of the identity of an American. This centers around the 2027 projected trend of reshaping Americana, with a focus on redefining and reimagining the longstanding concept of what it means to be “American” especially as a person of color. With leading forces like Beyonce’s newest album, Pharrell William’s presence in Paris Fashion week, past trends of corp-core and western wear, the election, and The overall connotation of the word, “American”. We aim to rebrand this American identity to also represent modern culture and our generation’s disruptive and nonconforming behavior.
Color Palette
Our color palette represents the dimness and haziness of America today. While still riding the coattails of the zeitgeist of uncertainty, SET AMERICANA intends to create a palette of muted blues, reds, creams, and greens to encapsulate a setting in between going good and bad.
Trend Analysis
Using sources like Forbes, Women’s wear daily, WGSN, Statista, SSENSE, and other sources, I predicted the social behaviors that align with the fashion trends happening.
OUTCOME
This project was honestly really fun throughout the whole process. I got to refine my skills in Adobe Photoshop, merchandising, creative direction, trend forecasting, collaboration, and branding. I’ve gained the knowledge of how much it takes to create a line but also product development. I’m really grateful that I had an opportunity to work with a design student and really dive into what we could create and do.
After this project, I hope to further my knowledge and refine my skills to elevate designers and brands around me. I aim to expand my mindset and tap into more philosophical approaches and expand my knowledge on the development of a collection both creatively and financially.