FASH 145 • TECHNOLOGY • FASHION

SALEM x

VICTORIA’S SECRET

Athleisure Collection

A MODERN ATHLETIC LINE INSPIRED BY SALEM’S RICH HISTORY, MYSTICAL ENERGY, AND COASTAL CHARM

THE LOCATION

Salem, Massachusetts

Salem is a historic coastal city in New England, best known for its 1692 witch trials. Today, it’s a vibrant destination that blends maritime history, colonial architecture, and a thriving cultural scene. The city’s transformation from a site of tragedy to a hub for tourism and mysticism makes it the perfect setting for a brand that celebrates both its dark past and its modern-day appeal. With the rise of witchcraft, spiritually and alternative life-styles (especially among younger generations) Salem continues to attract millions of visitors each year, making it a powerful and timely inspiration for a fashion collection.

THE TARGET MARKET

Young, Spiritual, Stylish

The primary target market is young adults, ages 18-35, who are drawn to gothic, spiritual, and alternative fashion. The audience is highly active on platforms like TikTok, Instagram, and Etsy, where witchy aesthetics and individuality thrive. The collection, titled “Hex and Flex”, also appeals to tourists who visit Salem year-round, especially during the Halloween season, offering a mix of wearable everyday pieces and statement items for a wide range of consumers.

RESEARCH & INSPIRATION

My prints and patterns are inspired by the symbols, plants, and architecture that define Salem’s rich history and mystical culture. I drew from:

  • Native herbs (foxglove, scabiosa, rue).

  • Celestial imagery (moons, stars).

  • Runes and symbols of protection.

  • Gothic Revival architecture and vintage wallpaper.

  • The city’s unique blend of maritime and witchcraft history.

These elements come together to create intricate, feminine patterns that feel magical, timeless, and rooted in place, without leaning into costume or cliché. After gathering my inspiration, I used Adobe Illustrator to create all of my symbols and eventually turn them into the patterns you’ll see below!

Patterns I used as inspiration!

My Pattern Swatches

This project put my Adobe Skills (and my patience) to the test…

The Elements

My mood board (created in Photoshop moves from left to right, connecting contemporary interpretations of witches with Salem's historical past. I incorporated documented court records from the trials to ground the concept in real history rather than relying entirely on modern pop culture. The symbols on the right (made with Illustrator) are all based on symbolism in witchcraft. For example, the third symbol down is the Rune of the Heart, said to bring good fortune in the romance category. The color palette was carefully selected based on prominent colors in the mood board that I felt would best translate onto an athletic line while still conveying the theme.

Ready to see the final product?

Click Here!

This project taught me how to turn a personal interest into a cohesive, marketable fashion concept. By combining Salem’s history and mystical culture with Victoria’s Secret’s athleticwear identity, I learned how research can inform creative decisions, from color palettes and symbolic imagery to original prints, patterns, and garment flats. I also gained a better understanding of how important it is to design with intention, considering both the story behind a collection and the consumers who will wear it. Most importantly, this project reminded me that some of the strongest creative ideas come from following what genuinely interests you and finding a way to translate that passion into something others can connect with.