Next Menswear | SS24 Activewear Concepts

Collaborating with a prominent London-based design agency, I presented a creative concept and capsule development for Next’s SS24 Men’s Activewear line.

Taking the client's brief from initial direction to tangible product, I built out two distinct creative pathways: a comprehensive print story and a highly curated design capsule, both supported by tailored fabric innovations and technical trim ideas.

The project pipeline included:

• Concept Direction: Developing immersive mood and story boards that mapped out the color palettes, aesthetics, and cultural trends driving the SS24 activewear market.

• Product Design: Designing full apparel capsules alongside distinct print directions, specifying functional performance fabrics and forward-thinking trim details.

The final delivery gave the Next buying and design teams a clear, commercial, and highly cohesive blueprint for their spring/summer rollout.