Thoracic: Purposeful Style
Spring 2025
My Why:
When I was 11 years old, I was diagnosed with idiopathic scoliosis. My spinal curve measured 12 degrees, but within a year it had progressed to 52 degrees, requiring a spinal fusion from T1 to L1. As a middle schooler, I struggled not only with the physical challenges of the condition but also with feeling disconnected from my peers. Clothes never fit quite right, and as my body changed, so did my confidence.
Before surgery, I was forced to confront realities that no 12-year-old expects to hear. My surgeon explained the serious risks, including paralysis, blindness, and even death. Those possibilities weighed heavily on me in the months leading up to the procedure, and I found myself carrying fears that most kids my age never had to consider. After surgery, I was told that full recovery could take up to 10 years, marking the beginning of a long physical and emotional healing process.
Even after the operation, I discovered that very few garments were designed for bodies like mine or for individuals recovering from spinal surgery. As I connected with other young women navigating scoliosis, I realized my experience was far from unique. Many of us struggled to find clothing that was both supportive and stylish, often feeling forced to compromise one for the other.
That realization became the foundation for Thoracic, a functional apparel concept created to empower individuals living with scoliosis and spinal conditions. Designed with confidence, comfort, and security in mind, the brand reflects my belief that healing should never come at the expense of personal style. Every person deserves clothing that helps them feel supported, capable, and authentically themselves.
mood board
Empowerment Through Alignment
Title
Empowerment Through Alignment: The Future of Spinal Health in Fashion
Season
Spring
Spring symbolizes growth, renewal, and new beginnings, making it the ideal season to introduce Thoracic. As consumers begin seeking fresh trends, the brand debuts with a renewed perspective on scoliosis by combining functional design with confidence and style.
Theme
Effortless Confidence
Thoracic is rooted in the belief that supportive apparel should empower the wearer rather than conceal their condition. The collection blends function with fashion, encouraging confidence, individuality, and healing through thoughtful design.
Color Palette
Olive
Deep Violet
Beige
Musky Blue
Charcoal Gray
Deep Fuchsia
Soft, earthy hues create a calming, approachable atmosphere that reflects wellness, nature, and recovery while allowing vibrant accent colors to symbolize strength and resilience.
Brand Story
Thoracic is a functional apparel brand created for individuals living with scoliosis. Inspired by my own experience with the condition, the brand addresses a gap in the market by combining stylish design with supportive features that promote comfort, confidence, and spinal wellness.
Visual Direction
The imagery reinforces Thoracic's identity through:
Spinal X-rays that emphasize the brand's commitment to spinal health.
Athleisure styling that positions the collection within an active, modern lifestyle.
A woman wearing a traditional back brace to highlight the challenges many individuals face and reinforce Thoracic's promise to provide a more comfortable, confidence-building alternative.
Overall Message
The mood board represents the balance between strength and elegance, illustrating the beauty that can emerge through adversity. By blending wellness, fashion, and functional design, Thoracic positions itself as more than an apparel brand. It is a supportive community that empowers individuals to embrace their bodies with confidence while redefining the future of scoliosis wear.
*Images below are placed in chronological order. Please click on the first image to enlarge and use the arrows to experience the full look book.*
Brand Positioning:
“Thoracic” will advertise through TikTok, Instagram and FaceBook fitness influencers, and individuals with varying levels of scoliosis. Additionally, sponsored medical professionals in the orthopedic and physical therapy field.
Brand Image:
“Thoracic” is a scoliosis positive athleisure brand that promotes flexibility, comfort, and corrective properties. Consumers will perceive this brand as a disability inclusive brand, and as an active apparel brand that is fit for anyone.
Brand Identity: Confidence, Individualism, Independence, Perseverance, and Proactive Mindset.
“Thoracic” will be known for:
Their unique spinal corrective garment features.
Flexibility and movement.
Smart textile materials.
Durability.
And fashion forward designs.
Brand Promise:
Physically, “Thoracic” promises to provide exceptional comfort, flexibility, and spinal corrective features for individuals who desire to strengthen, correct, relieve pain. Mentally, “Thoracic” promises to give the consumer the confidence they deserve on their spinal journey.
Brand Narrative:
Millions upon millions of Americans suffer from scoliosis in the United States alone. Scoliosis is a physical, mental, and emotional challenge one has to endure everyday. “Thoracic” is here to correct, motivate, and spark confidence in the consumers who purchase.
Retailer: Dick’s Sporting Goods
Dick's Sporting Goods is a well-known retail chain in the United States that offers a wide varietyof athletic equipment, clothing, footwear, and outdoor gear. Consumer market consists of men, women, and children. The store caters to athletes and fitness enthusiasts of all levels, and products for activities like running, cycling, hunting, fishing, camping, and more. Price point varies due to the amount of brands, products, etc. Overall, Dick’s is under the “better” umbrella. As for venues, Dick’s is a brick and mortar establishment, with an online site as well. Dick’s also has an online presence as well. TikTok, Instagram, X, and FaceBook.
Thoracic: My brand fits into this retailer because they carry a wide range of athletic apparel for individuals at all levels of fitness, and age. Therefore, they will fit my age range, demographic, brand image etc. Additionally, there is currently no athleisure apparel for Individuals with scoliosis/people who are conscious of their spine and balance.
Resource: idiopathic scoliosis website
“Thoracic” Development
Scoliosis Wear - Scoliosis is the curvature of the spine. Most individuals are not aware of how common this condition is. Nobody is perfect, everyone has a slight form of scoliosis. Scoliosis can be genetic or develop randomly; most cases are noticed during puberty and affect females over males. That being said, some cases are more severe than others and require painful un-styleable back braces and even major surgeries. As a former victim and current survivor of this condition, I have noticed a gap in the market for scoliosis friendly apparel. “Thoracic” is a brand that will provide stylish, corrective properties, and most importantly, empowerment.
“Thoracic” will serve as a pain reliever, and a proactive attempt to stylishly correct/hold spines in place.
Market Classifications:
Consumer: Female
Price Range: Better
Product Classification: Athleisure with medical design integration.
Target Market:
Demographics:
Age: 11-25yrs.
Gender: Female
Ethnicity: All
Average Income: $100,000 + per year.
Family Size/Status: Upper-middle class, medium sized family.
Education: middle school - college education.
Occupation: Students and/or entry level positions.
Psychographics:
15 year old
0th grade female
Diagnosed with mild idiopathic scoliosis.
fairly healthy lifestyle
Engaged in sports
Spends her free time with her friends
Desire to fit-in.
25 year old
Corporate working female.
Diagnosed with severe scoliosis.
Participates in pilates and yoga.
Eats clean and organically.
Keep up with social media trends.
Enjoys outings with friends.
Self-esteem issues
Explanation:
Having scoliosis is so much more than a physical struggle. This condition, like Many others take a toll mentally and emotionally. Most young people struggle with self-image and compare themselves to their peers, colleagues, and even influencers online. Most scoliosis apparel (AKA back braces), highlight differences and insecurities. “Thoracic” is a brand designed for these unique individuals. Apparel will be stylish and on trend, yet comfortable and corrective.
Store Layout
The overall store layout embraces a minimal aesthetic, allowing the Thoracic brand identity and product line to remain the primary focus. Upon entering, customers are immediately introduced to the brand through prominent signage and an open floor plan created by wall-mounted fixtures. Shelving, hanging rails, and wall hooks organize the apparel and yoga mats while maintaining an inviting, uncluttered environment. Curved spine murals, seasonal campaign imagery, and styled athletic wear reinforce the brand's mission, while live plants, hanging greenery, and an oriental area rug create a calming atmosphere inspired by the connection between nature, movement, and the human body.
Every design decision reflects the functionality of the apparel and the needs of the target consumer. Neutral walls and flooring allow the products to stand out, while the green rug symbolizes scoliosis awareness and echoes the organic forms found throughout the space. Yoga mats are displayed separately from the apparel to distinguish product categories while remaining consistent with the brand's wellness-focused identity. The overall environment subtly resembles a yoga studio, encouraging a sense of comfort, healing, and self-care.
Rather than relying on mannequins, the store utilizes lifestyle imagery and editorial prints to showcase the garments. Because scoliosis affects every individual differently, mannequins cannot accurately represent how the apparel fits or functions across diverse body types. Instead, Thoracic emphasizes personalized service, with associates helping each customer find solutions tailored to their unique needs.
Shelving and hanging displays further support this philosophy by allowing customers to browse freely without prioritizing one product over another. As Thoracic's inaugural retail concept, the merchandising strategy is intentionally flexible, allowing future product placement to evolve alongside customer feedback and purchasing data while remaining centered on individuality, confidence, and functional design.