OBJECTIVE:

Partner with RAISEfashion and our BIPOC Associate Resource Group to create a recurring campaign that amplifies Black voices and creators beyond Black History Month.

CREATIVE STRATEGY AND EXECUTION:

This campaign began with a call for more meaningful, sustained action from Abercrombie associates, myself included. Rather than treating representation as a seasonal initiative, we wanted to spotlight the Black talent already shaping our brand.

Working alongside designers from our BIPOC ARG and our partners at RAISEfashion, we developed a campaign concept designed to celebrate Black designers and evolve year over year.

Inspired by the motif of a book series, we landed on Vol. 28—a nod to the 28 days of Black History Month.

The first installment launched in February 2023, establishing the foundation for a recurring campaign.

01 / CAMPAIGN

2023 “Launch”

From the jump, we wanted to show the brand working alongside its designers and championing their creative vision.

For each launch video, I conducted behind-the-scenes interviews and guided our cast through their responses.

We also extended the campaign across our kids’ brand.

2024 “Raise Fashion”

After smaller campaign updates throughout 2023, we partnered with RAISEfashion again for a larger Vol. 28 collection moment.

2025 “Danzy Estate”

In 2025, we took Vol. 28 further with a design competition between RAISEfashion designers, selecting Marshall Danzy for a collaborative Abercrombie collection and campaign.

I met with Danzy throughout development and on set to ensure the campaign brought his creative vision to life.

02 / OPM

Beyond campaign concepting and execution, I partnered with our OPM teams to develop in-store product hangtags for Vol. 28.

All in all, Vol. 28 is a journey I’m proud to have been part of and a reminder that talent thrives when given the space and support to grow. As creatives, we make our best work when we champion one another and create something new together.