& OTHER STORIES

As we talked and delved deeper into the communication of high street fashion, we found a place that was rarely shown: backstage. It’s where the true style and knowledge exists — so we captured this in our brand image, reflecting a world no less full of creative energy and possibility. It meant we distanced the brand from the polish and veneer present in the work of so many fashion industry marketeers.

We stripped away the conventional ‘veneer’ of beauty and fashion, to reveal a more honest and understated aesthetic. In employing a visual language that finds beauty in the seemingly unconsidered, our biggest challenge was to find the equilibrium between credibility and trustworthiness for a completely new product range, whilst balancing it with a fashion viewpoint.