Developed nine months ahead of launch, the concept translated macro trend research into a commercially viable creative direction - aligning silhouette, colour, graphics and product strategy into one cohesive seasonal vision.

This became Aftersun, the lead trend story across the business and customer-facing campaign.

Early creative clarity provided alignment for Buyers and Graphic Designers, ensuring consistent execution from briefing through to product development.

Colour strategy identified orange and pink as key summer drivers, grounded in core Factorie codes: neutrals and camo, balancing Y2K nostalgia with brand familiarity.

Creative leadership extended into campaign alignment. A hero-item and styling framework informed marketing execution across Australia and South Africa, translating the concept into a cohesive multi-market execution.