Urban Pro is an inclusive urban fashion line I created in collaboration with Everlast as my thesis. The concept was simple and radical at the same time: stop designing for how people look, start designing for how they feel. The line was built around one idea: Vístete de ti (Dress yourself) and one conviction: in Urban Pro you don't enter to be accepted. You enter because you already belong.

What I built:

• Full brand strategy including target audience (18-30 year olds who see fashion as identity, not appearance), brand personality (authentic, unfiltered, urban, inclusive), and communication tone rooted in empathy rather than performance

• Trend research showing inclusive fashion is no longer optional: the plus-size market in Mexico grows year on year, and over 60% of the online fashion market is driven by Gen Z and Millennials who want clothes that represent them, not label them

• 4-phase campaign strategy with detailed budgets, KPIs and activation plans:

  • Awareness: microinfluencer campaign, teasers and countdowns to build FOMO before the drop

  • Connection: a 2-week immersive pop-up store with inclusive fitting rooms, body-positive messaging, embroidery personalization and a simultaneous online drop

  • Launch: physical stands at TAF and Liverpool with in-store activations (live art, DJ sets, label personalization)

  • No Label: a redesign of the entire sizing system, replacing S/M/L with a new identity because a letter does not define a person

• Visual direction and all campaign mockups across digital, retail and experiential touchpointst