Carter’s

Familyhood, Worn In
This work started with a clear brief: families don’t look one way, and neither should the stories that dress them.

Carter’s has earned its place in people’s lives through consistency, care, and quality that lasts. The creative challenge wasn’t to modernize that legacy, but to show how it already holds today’s families with ease. Different structures. Different rituals. Same standard of care.

Each content piece was written to spotlight a specific family dynamic and moment where getting dressed carries meaning.

Homecoming as inheritance.
Affirmations as foundation.
Creativity as instinct.

The clothes never led the stories. They supported them.

We wanted to let real moments speak, while ensuring the brand showed up with quiet confidence and cultural fluency.

Agency: Monks
Creative Director: Malika Jones
Strategy: Sh’Ron Ortiz + Ifetayo Jabari-Kitwala
Art Direction: Alan Daniel