Free People shed its junior image and evolved into a more mature, contemporary brand. This allowed any age women to appreciate the line of clothing that catered to their intelligence, creativity and individuality, while keeping with its great quality and affordability.
And that's just who we wanted to reach: a smart, sassy woman, that's creative, confident and comfortable in all aspects of her being, free and adventurous, sweet to tough to tomboy to romantic. A woman who likes to keep busy and push life to its limits, with traveling and hanging out and everything in between. Who loves Donovan as much as she loves The Dears, and can't resist petting any dog that passes her by on the street.