Line Development: Aptly
For Fall/Winter 2026
For Fall/Winter 2026
The Ask
For this semester-long project, we were tasked with creating a temporary brand for Crescala Collective that would develop a full line using a minimum of 70 percent cotton, incorporate CottonWorks fabric technology, and operate within a limited marketing budget. The project required in-depth market research, competitive shopping analysis, full product development including design, costing, spec sheets, and marketing, and concluded with a professional presentation to industry leaders Jodi Sandman (Founder and CEO, Crescala Collective) and Mark Messura (Senior Vice President, Global Supply Chain Marketing at Cotton Incorporated).
The Process
Conducting in depth market research on the contemporary category, cotton as a fiber, and yellow collar consumer needs.
Completing an extensive competitive shop analysis at local retailers to evaluate current assortment strategies and consumer trends.
Developing a cohesive concept board and consumer profile to guide our creative direction.
Designing initial sketches, which were narrowed down to a final 8 look collection titled Industrial Grace with guidance from Jodi Sandman.
Creating technical flats and 3D garment simulations using CLO 3D and Adobe Illustrator.
Utilizing CLO 3D throughout the design process allowed us to develop and visualize the collection digitally, supporting a more sustainable approach to sampling and prototyping.
Building a full specification package, including costing, tech packs, and assortment planning.
Sourcing fabrics, trims, and hardware in compliance with Cotton Incorporated’s requirements.
Developing a full marketing plan and budget tailored to our assigned financial constraints.
Producing a professional digital presentation delivered to the Crescala Collective simulation panel.
MY WORK
⋆
MY WORK ⋆
The development of Aptly began with a clear focus on our yellow collar customer, women in creative, fast-paced fields who value both style and practicality. We created a mood board that captured this balance, pulling inspiration from architecture, craftsmanship, nature, and neutral color palettes that reflected their professional yet hands-on lifestyle. Our color palette was intentionally built around muted tones of browns, greys, and blues, offering a utilitarian, functional aesthetic while remaining modern and sophisticated. Textile development centered on performance and circularity, utilizing CottonWorks technologies like PurePress, Storm Cotton, and Tough Cotton to create durable, breathable, and water-resistant fabrics that aligned with our brand’s sustainability values.
The design process moved through multiple phases to fully develop our collection. We started with 30 hand-drawn concept sketches focused on layering, adaptability, and utility. These designs were then translated into Adobe Illustrator technical flats to ensure accuracy in fit, construction, and details like functional pockets, closures, and hardware. From there, we used CLO 3D to digitally render and refine our final looks, allowing us to adjust proportion, movement, and functionality while minimizing physical sampling waste. This approach allowed us to fully visualize how the garments would perform in real work environments while maintaining a clean, professional appearance. The layering of fabrics, custom trims, and adjustable hardware ensured that each piece provided both style and durability, directly addressing the lifestyle needs of yellow collar professionals.
SKILLS
⋆
SKILLS ⋆
-
Understanding niche consumer segments within the contemporary market.
-
Applying cotton sustainability knowledge and CottonWorks resources.
-
Sketching, technical flats, and 3D digital rendering.
-
Cost sheets, spec sheets, tech packs, and line sheets creation.
-
Building a balanced collection within financial guidelines.
-
Strategic promotion and budget management.
-
Industry standard presentation delivery to executive level reviewers.
-
Microsoft Excel, Adobe Photoshop, Adobe Illustrator, CLO 3D.
Outcome
This project was one of the most valuable and rewarding experiences during my time at VCU. I gained hands on experience using CLO 3D, which allowed me to better understand how digital design tools can support both sustainability and efficiency in the product development process. I also developed a much deeper understanding of spec sheets, technical packages, and the level of detail required to bring a collection from concept to final line presentation.
Working alongside designers in a merchandiser role taught me how to balance creative vision with business strategy, ensuring that each style aligned with both our brand concept and financial goals. Receiving direct feedback from Crescala Collective and Cotton Incorporated executives provided real world insight that strengthened my confidence in presenting professional level work. This full process truly reflected what it is like to collaborate cross functionally and bring a collection to life in today’s fashion industry.
