I was the senior designer for JC Penney’s private label active brand, Xersion. For Spring 2021 we re-launched the brand for all divisions (women’s, men’s, and kids).

Our focus as a brand was to elevate style and technology while creating better synergy between all the divisions so it can truly be seen as a family brand. All divisions aligned on key colors, fabric, and technologies for more cohesive brand stories and marketing opportunities.

This re-launch was also the start of expanding lifestyle assortments: studio, move, train. This allowed better communication with the customer on bra support levels, legging compression levels, and intended use of the garment.