Microsoft is one of the largest and most recognized brands in the world, but it’s not one of the most loved. Facing a lack of connection with Gen Z, an audience that is diverse and committed to authenticity, we set out to find a way to combat indifference and drive brand love – but rather than reinvent the brand, we believe that to reach Gen Z, Microsoft just had to show up with the same values it always had.
The resulting concept was Microsoft’s first-ever fashion capsule collection, a clothing line that was true to the iconic tech company’s roots while reflecting the modern values we share with Gen Z consumers. We were inspired by Microsoft’s mission, which has always put substance over style by focusing on providing essential tools that empower everyone’s inner creator to achieve more. This revealed a natural fit with the normcore aesthetic, a lifestyle aesthetic emphasizing quality, understated basics that uplift the individual rather than the clothing they wear—and a popular trend embraced by Gen Z.
