A proactive rebranding project repositioning Forever 21 from “fast fashion” to “empowering fashion.” Grounded in research on Gen Z and young professional audiences, the new identity reflects Everlasting Spring—a brand full of renewal, confidence, and inclusivity. The work includes updated brand guidelines, refreshed visual identity, and an integrated global campaign, Your Life, Your Stage, leveraging K-pop collabs, in-store activations, and sustainable upcycling initiatives to modernize Forever 21 for a new generation.