Category: Creative Direction

Craft beers, artisan foodstuffs and naked light bulbs, beards and vintage infused fashion — in difficult times we look to the purity of the past. As Gucci and other fashion houses ditch slick looks for nostalgia with a twist, brands are realising that storytelling is crucial. When I called to place my annual order a …

It’s the nature of fashion to change, but brands copy and plagiarise too much in an attempt to be commercial. It’s time to stop this cycle and place ‘design thinking’ and the human experience of the brand once again at the centre. Having worked in Italian luxury fashion during my formative years, I learned that …

Startups have their elevator pitch. Charities have their key messages. Universities have mottos. New designers should be able to distil their message in order to translate their work into sales. Pop quiz. Identify these brands from these three words. Answers at the end (no peeking) • Luxury space-dyed knitwear • Chubby striped fur • Tailored …