When Chico’s came to us, their goal was as clear as it was exciting: Let’s get back to who we are. This wasn’t about reinventing the brand. It was about reclaiming it in a way that feels fresh, modern, and unapologetic.

For decades, Chico’s has been a beacon for bold women inspired by global spirit and style—especially those women who built their closets (and confidence) with statement jewelry, rich textures, and storytelling in every stitch. But over time, as trends shifted and the retail landscape got louder, some of that signature sparkle got diluted.

We anchored the season in global influences and storytelling that spoke directly to their brand muse: The “Chiconista” woman who knows who she is and wears her spirit on her sleeve (and wrist, and neckline).

We crafted a visual world inspired by Moroccan architecture and design to bring this vibrant collection and the brand’s DNA roots to life.