Free Assembly had many milestones...starting with its soft launch in the Fall of 2020, the hard launch in the Spring of 2021, and then in the Fall of 2021, fashion designer Brandon Maxwell took creative control of the brand and it's campaign. For the first two launches, the brand focused on how universal the clothing was for styling...almost the anti-fast fashion. They also wanted to communicate the sustainable practices in sourcing and manufacturing. But Brandon Maxwell wanted to redirect the messaging to be more visually connected to Ralph Lauren and other classic Americana brands. He wanted to get the brand out of the studio and into the world that customers could recognize. 

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The Fall '21 campaign was the evolutionary step forward away from the brand elements of the logo form and colors, to something that felt more lived in and experienced. They still featured some pops of brand colors, but overall the focus was on getting out in the open fresh air.