GIRL SCOUTS OF THE USA
Reimagining symbols of affiliation and pride for today’s girl scouts
Our team developed a new uniform collection that expands beyond the iconic sashes and vests to introduce three concepts designed to function as a coordinating system.
The students approached the launch phase as an immersive inquiry in order to understand the legacy and history of the Girl Scout's uniform.
While the uniform has always expressed courage, confidence and character for the girls who wear it, we tracked how the uniform has evolved in relationship to historical styles and trends, since the organization was founded in 1912.
Our research revealed that, from the 1980s forward, uniform styles diverged from fashion trends that were current at the time.
Phase 2: DevelopMent
A new uniform collection was designed with three concepts inspired by the lifestyle of older Girl Scouts.
The concepts included events, outdoors, and everyday. The collection pieces with interchangeable pieces that build to a wardrobe system.
Products for everyday life, styled to work as part of a daily wardrobe.
Styles for specific events, such as ceremonies and parades.
Items for outdoor and functional activities.
New Uniform Concepts
Goals of the new uniform concept:
Facilitate pride in affiliation
Enhance brand relevance
Reflect contemporary mindset
Evolve as girls evolve
Phase 3: 3D Virtual Prototyping
The students built 3D virtual prototypes, using Browzwear VStitcher software, and developed tech-packs required to manufacture samples.
Creation of these assets provided GSUSA with the opportunity to manufacture product utilizing an on-demand approach. Developing a direct-to-consumer program, with single unit production, provided GSUSA with the potential to offer seasonal drops of heritage plaids in an inclusive size range.
The FIT designed collection launched in Fall 2020, with 18 pieces selected by GSUSA.
Phase 4: Pre-Launch
The launch date in 2020 was impacted by the global health crisis. As a result, the DTech Lab pivoted to an all digital approach, where a team of FIT faculty and students were challenged to create a digital experience to launch the new Girl Scouts uniform collection online.
To transition from a physical launch to an online launch, the team created a live online shopping experience and event, a social media strategy, microsite and interactive 3D volumetric photo captures of the designs. This 3D technology features 64 DLSR cameras that create 3D images with one click.
Phase 5: Launch
In August, 2020, the new collection, consisting of 18 new interchangeable pieces, launched as an online virtual streaming event.
The event was emcee’d by Jazmin Whitley, a designer, wardrobe stylist and Girl Scouts alumna. The live show included tips and tricks about how to style the new products for everyday wear and Girl Scouts activities.
Bambuser was the technology hosting partner for the event, offering viewers the ability to shop the new Girl Scouts products while watching the show at the same time. The player also included a live chat feature to increase customer engagement.
Using the hashtag #GSStyle, girls across the country were invited to share their styling of outfits featuring the new collection. The vision was to present Girl Scouts products as a lifestyle brand that teenage girls can relate to.
Girl Scouts of the USA
Deputy Chief Revenue Officer
May Ling Del Forge,
VP, Cookie Program
FIT Fashion Design Students
Jenny (Zhuo Ran) Feng
FIT Advertising Design Students
Advertising and Digital Design
Creative Technology and Design
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