CONGRATULATIONS TO ALL OF THE STUDENTS WHO PARTICIPATED!
Exploring cultural credibility and enduring design with the next generation of the fashion industry.
Alpha Industries has once again partnered with Parsons Fashion Management to challenge the next generation of the fashion industry. The mission: develop a comprehensive 360-degree digital campaign that introduces Alpha Industries to a new, culturally curious audience.
Students were tasked with building connected ecosystems that move consumers from discovery to consideration while staying true to the authenticity and cultural credibility that have shaped Alpha for generations.
We saw strong work across the board, with two concepts standing out.
Winning Concept 01
Campaign: “THE ORIGINAL MISSION”
“The Original Mission” started with a powerful insight: the more iconic a design becomes, the easier it is to forget who made it first. Instead of simply telling consumers our history, the campaign challenges them to search for the original bomber jacket.
Built for a digitally fluent audience moving between physical and virtual worlds, the concept spans dynamic out-of-home, a WebAR “Player Card” experience, and a hero film following a gamer on a VR quest through New York City to trace the bomber back to Alpha’s origins in 1959.
Every world has bomber jackets. There is only one original.
The Team:
Rashmi Rajpurohit
Nandini Choudhary
Sneha Krishnan
Ting Zhu
Winning Concept 02
Campaign: “SOME THINGS LAST”
“Some Things Last” started with a human insight: in a fast-paced city where everything can feel temporary, people still crave permanence.
Focused on a Gen Z female audience, the team positioned the MA-1 Bomber Jacket as a shared emotional thread and a symbol of resilience and connection. The campaign spans an experiential “Find & Tag” event with Hinge, out-of-home placements in SoHo, and a hero film following a New York City couple sharing a single jacket through different moments in their relationship.
Some things are built to protect. Some things are built to endure. Some things last.
The Team:
Maria Jimenez
Niyati Gajera
Marta Aynes
Isabella Valencia
Rithvikca Ramesh
Congratulations to all the students who participated in the project. Special thanks to instructors Marc Benhamou and Isabella Dawn Notaro, as well as Christina Lee, for their guidance throughout the process.