[ Exploration ]
As activewear has become more prominent in fashion, we were inspired to create tracksuits for our fans. The intention was to create sets that they could be worn as active or streetwear.
These were our first fully ‘cut & sew’ pieces and were constructed meticulously over months of design revisions, size fittings, and prints.
I was responsible for design, techpacks, communication with merchandising team and print vendors, and art & visual direction for the photoshoot and digital campaign.
Teams in Collaboration:
Design | Merchandising | Social | Lifecycle
Godzilla Tracksuits
Apparel Design | Art & Visual Direction | Marketing Campaign Design
[ Construction ]
To realize the vision for these sets, I had to work with the merchandising team and the vendor responsible for construction and print. It took months of back and forth due to fit issues, Pantone color corrections, printing issues, replacing parts that were low quality and many other hurdles.
Both sets included small embroidered logos, printed graphics, and a mesh inner lining.
In the end, the tracksuits came out well fitted, comfortable and of high quality feeling.
[ Design Specs. - Green Tracksuit ]
Adjustable drawstrings at waist + hood [ + ]
Mesh ‘windows’ for air to flow through [ + ]
Godzilla silhouette + ‘G’ embroidery [ + ]
DTG printed graphics [ + ]
[ Design Specs. - Red Tracksuit ]
Elastic band on waist + wrist cuffs [ + ]
Reflective piping along seam linings [ + ]
Godzilla silhouette + ‘G’ embroidery [ + ]
DTG printed graphics [ + ]
[ Digital Campaign ]
I wanted the campaign to highlight the imagery of the tracksuits, use dynamic type, and create a video with an energetic pace to quickly engage the audience and intrigue them into getting a closer look at the pieces on the website.
I created silhouette vectors of the tracksuits, used the graphics that are on the tracksuits, I chose large bold fonts to stay in line with Godzilla branding and the general dynamic feel of the campaign, and used BTS footage and color graded it for the background of the video while highlighting the flat lays and on model imagery in the foreground.
