Moxie
A Capsule for the Girl Who Dares to Dream
Inspired by the summer’s cultural moments, I created and presented a capsule concept to the Tory Burch Footwear Merchandising team. Tory Burch has been looking to increase its customer base in Gen Z. I thought that the summer’s cultural moment was the perfect time to begin this conversation. Gen Z enjoys supporting brands with values that are aligned with their personal values. Tory Burch is a brand that has always had strong values from its founding. I designed Moxie as a way to communicate this with Gen Z.
Summer 2023
Barbie, Beyonce, and Taylor Swift were expressing something that connected with people everywhere during the summer of 2023. This is made particular clear by the record breaking revenue stream each event created.
Insight
These events lead me to develop this insight. And, while all of this was going on, the fashion industry was changing.
Changes in the Fashion Industry
Based on McKinsey’s State of Fashion report, I pulled three major changes that inspired the direction of this capsule.
Creating the Concept
I wanted to design the concept of moxie to empower women, to highlight the values that they connect with and aspire to embody. It was designed so that wearing Moxie would inspire women to be the person they want to be.
Landing on the Story
Moxie was born out of a conversation I had with a friend where she was telling me about how she would wear Tory Burch’s Miller sandals and Reva ballet flats when she was younger. It is inspired by the version of you your younger self hoped you would be.
The Capsule Concept is Born
Moxie is a collaboration, an activation, between Footwear and Tory Sport. Created for the Miller girl who grew up, it is dream-achieving wear.