The Summer 2022 campaign for rue21 was shot in the LA hills, and the mountains and blue skies seemed to play as much of a starring role as the models. I took inspiration from American Eagle’s website and featured the environmental plates that were shot throughout the design. I wanted the homepage to feel airy, sunny and breezy, but I also wanted to maintain the rue21 edgy-ness (hence the handwritten headlines and garage sale stickers as dotwhacks).

WHAT I DID

I designed all site assets for the Summer 2022 campaign refresh.

THE PROCESS

I received light art direction from my manager and site wireframes with messaging information from the site team.