ASSC x Sanrio x Urban Outfitters is a a limited-edition capsule collection blending streetwear, nostalgia, and youth culture.
Background
Through All Systems, I was brought on as a freelance designer to shape a capsule blending Sanrio, ASSC, and Urban Outfitters.
Challenge & Limitation
Unite three brands with distinct voices—ASSC’s rebellious streetwear, Sanrio’s sweet emotional nostalgia, and Urban Outfitters’ trend-savvy youth mix—into one cohesive, sellable collection under a tight timeline.
Solution
The key was understanding target audience's relationship with fashion as emotional expression. I designed around identity-driven nostalgia, remixing softness with edge. The goal was to create irony-laced comfort pieces that let wearers play with who they are.
