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AlexandAlexa Sports Department

After a year of conducting customer research, AlexandAlexa launched a new sports category. I defined the direction for this to be functional yet aspirational, which was credited by The Telegraph:

“Children’s fashion website, AlexandAlexa, has put together a sports section so carefully art-directed that it almost makes sportswear look aspirational.” - The Daily Telegraph

Photography by Tim Marsella

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