About:

 

In 2013, Abercrombie & Fitch re-launched its iconic Stars On The Rise campaign, a revival of the 90s initiative that first spotlighted future household names like Heidi Klum, Ashton Kutcher, Jennifer Lawrence and Taylor Swift. The refreshed campaign focused on a new generation of emerging talent across music, sports, and entertainment, reflecting A&F’s emphasis on youth, aspiration, and cultural relevance.

​

Some standouts from our 2013 campaign included Lily Rabe of American Horror Story and Alexander Ludwig of The Hunger Games, further cementing A&F’s role in celebrating the next wave of creative talent.

​

My role:

I partnered with cross-functional teams to bring the Stars On The Rise campaign to life, ensuring all content and activations aligned with Abercrombie & Fitch’s values and long-term business goals. I conducted trend research, competitor analysis, and consumer insights to help shape the campaign’s positioning and cultural resonance, while also supporting the execution of product launches, in-store experiences, and talent-driven events tied to the initiative. Collaborating closely with creative and PR teams, I worked to ensure that campaign messaging, visuals, and activations authentically elevated both the featured talent and the A&F brand.​