New Classics Campaign

Launched in Summer 2023, New Classics marked a major evolution for Herschel Supply, following two years of redesigning and reimagining the brand’s core product line. The campaign’s tagline, “Carrying the past into the future,” was woven into its imagery, video, and branding, highlighting this milestone moment. Beyond introducing the refreshed collection, the campaign also aimed to educate customers on the new EcoSystem™ fabrics, updated silhouettes, and modern features.

I led the conceptualization of the website experience, overseeing the redesign of the homepage, collection pages, category landing pages, and product description pages to align with the brand’s new direction.