Branding a label to reflect their post-gender take on fashion

Branding a label to reflect their post-gender take on fashion

Branding a label to reflect their post-gender take on fashion

Branding a label to reflect their post-gender take on fashion

Branding a label to reflect their post-gender take on fashion

Project overview

Project overview

Project overview

Project overview

Project overview

Mainstream fashion has predominantly subscribed to binary and outmoded notions of gender in the past. Thomas Thomas is a fashion label that was set up to challenge the norms of what women can and should wear, by creating bespoke tailored menswear for women. As a startup, Thomas Thomas needed help to develop a brand, positioning, and all of their touch-points. They wanted to create an identity that reflected the core values of their customers – culturally intelligent women, strong in opinion and conviction, sexy in wardrobe and life.

Mainstream fashion has predominantly subscribed to binary and outmoded notions of gender in the past. Thomas Thomas is a fashion label that was set up to challenge the norms of what women can and should wear, by creating bespoke tailored menswear for women. As a startup, Thomas Thomas needed help to develop a brand, positioning, and all of their touch-points. They wanted to create an identity that reflected the core values of their customers – culturally intelligent women, strong in opinion and conviction, sexy in wardrobe and life.

Mainstream fashion has predominantly subscribed to binary and outmoded notions of gender in the past. Thomas Thomas is a fashion label that was set up to challenge the norms of what women can and should wear, by creating bespoke tailored menswear for women. As a startup, Thomas Thomas needed help to develop a brand, positioning, and all of their touch-points. They wanted to create an identity that reflected the core values of their customers – culturally intelligent women, strong in opinion and conviction, sexy in wardrobe and life.

Mainstream fashion has predominantly subscribed to binary and outmoded notions of gender in the past. Thomas Thomas is a fashion label that was set up to challenge the norms of what women can and should wear, by creating bespoke tailored menswear for women. As a startup, Thomas Thomas needed help to develop a brand, positioning, and all of their touch-points. They wanted to create an identity that reflected the core values of their customers – culturally intelligent women, strong in opinion and conviction, sexy in wardrobe and life.

Mainstream fashion has predominantly subscribed to binary and outmoded notions of gender in the past. Thomas Thomas is a fashion label that was set up to challenge the norms of what women can and should wear, by creating bespoke tailored menswear for women. As a startup, Thomas Thomas needed help to develop a brand, positioning, and all of their touch-points. They wanted to create an identity that reflected the core values of their customers – culturally intelligent women, strong in opinion and conviction, sexy in wardrobe and life.

Our idea

Our idea

Our idea

Our idea

Our idea

The identity conveys a fluid notion of gender, illustrating the idea that you can reflect a feminine side or masculine side; that gender is a changing state. Our subtly subversive tone of voice conveys the brand attitude and challenger positioning. It strikes a chord with customers around the world who write to the brand daily to say how delighted they are to have finally found a brand dedicated to bridging the gap between menswear and womenswear.

The identity conveys a fluid notion of gender, illustrating the idea that you can reflect a feminine side or masculine side; that gender is a changing state. Our subtly subversive tone of voice conveys the brand attitude and challenger positioning. It strikes a chord with customers around the world who write to the brand daily to say how delighted they are to have finally found a brand dedicated to bridging the gap between menswear and womenswear.

The identity conveys a fluid notion of gender, illustrating the idea that you can reflect a feminine side or masculine side; that gender is a changing state. Our subtly subversive tone of voice conveys the brand attitude and challenger positioning. It strikes a chord with customers around the world who write to the brand daily to say how delighted they are to have finally found a brand dedicated to bridging the gap between menswear and womenswear.

The identity conveys a fluid notion of gender, illustrating the idea that you can reflect a feminine side or masculine side; that gender is a changing state. Our subtly subversive tone of voice conveys the brand attitude and challenger positioning. It strikes a chord with customers around the world who write to the brand daily to say how delighted they are to have finally found a brand dedicated to bridging the gap between menswear and womenswear.

The identity conveys a fluid notion of gender, illustrating the idea that you can reflect a feminine side or masculine side; that gender is a changing state. Our subtly subversive tone of voice conveys the brand attitude and challenger positioning. It strikes a chord with customers around the world who write to the brand daily to say how delighted they are to have finally found a brand dedicated to bridging the gap between menswear and womenswear.

Lookbook

Lookbook

Lookbook

Lookbook

Lookbook

Our brand rollout included the creation of a lookbook for the Thomas Thomas spring/summer 2017 collection. We provided art direction for the photography, and utilized the brand idea of flipping and inverting typographic messages.

Our brand rollout included the creation of a lookbook for the Thomas Thomas spring/summer 2017 collection. We provided art direction for the photography, and utilized the brand idea of flipping and inverting typographic messages.

Our brand rollout included the creation of a lookbook for the Thomas Thomas spring/summer 2017 collection. We provided art direction for the photography, and utilized the brand idea of flipping and inverting typographic messages.

Our brand rollout included the creation of a lookbook for the Thomas Thomas spring/summer 2017 collection. We provided art direction for the photography, and utilized the brand idea of flipping and inverting typographic messages.

Our brand rollout included the creation of a lookbook for the Thomas Thomas spring/summer 2017 collection. We provided art direction for the photography, and utilized the brand idea of flipping and inverting typographic messages.

A culture of gender nonconformity has quickly become the norm. It’s time for the fashion industry to catch up and for brands to be designed that reflect this

A culture of gender nonconformity has quickly become the norm. It’s time for the fashion industry to catch up and for brands to be designed that reflect this

A culture of gender nonconformity has quickly become the norm. It’s time for the fashion industry to catch up and for brands to be designed that reflect this

A culture of gender nonconformity has quickly become the norm. It’s time for the fashion industry to catch up and for brands to be designed that reflect this

A culture of gender nonconformity has quickly become the norm. It’s time for the fashion industry to catch up and for brands to be designed that reflect this

Impact

Impact

Impact

Impact

Impact

The visual identity and positioning that we designed for Thomas Thomas has helped to elevate the standing of the label, which has gained significant traction with the press and has gone on to secure placements at both NYC and London fashion weeks. It has also been featured in queer fashion week events and publications, including UK based Diva magazine.

The visual identity and positioning that we designed for Thomas Thomas has helped to elevate the standing of the label, which has gained significant traction with the press and has gone on to secure placements at both NYC and London fashion weeks. It has also been featured in queer fashion week events and publications, including UK based Diva magazine.

The visual identity and positioning that we designed for Thomas Thomas has helped to elevate the standing of the label, which has gained significant traction with the press and has gone on to secure placements at both NYC and London fashion weeks. It has also been featured in queer fashion week events and publications, including UK based Diva magazine.

The visual identity and positioning that we designed for Thomas Thomas has helped to elevate the standing of the label, which has gained significant traction with the press and has gone on to secure placements at both NYC and London fashion weeks. It has also been featured in queer fashion week events and publications, including UK based Diva magazine.

The visual identity and positioning that we designed for Thomas Thomas has helped to elevate the standing of the label, which has gained significant traction with the press and has gone on to secure placements at both NYC and London fashion weeks. It has also been featured in queer fashion week events and publications, including UK based Diva magazine.

Acknowledgements

Acknowledgements

Acknowledgements

Acknowledgements

Acknowledgements

Creative brand input
Thomas Thomas founder
S.J. Weston 

Creative brand input
Thomas Thomas founder
S.J. Weston 

Creative brand input
Thomas Thomas founder
S.J. Weston 

Creative brand input
Thomas Thomas founder
S.J. Weston 

Creative brand input
Thomas Thomas founder
S.J. Weston 

Photography
Mark Arrigo

Photography
Mark Arrigo

Photography
Mark Arrigo

Photography
Mark Arrigo

Photography
Mark Arrigo

Awards

Awards

Awards

Awards

Awards

Best Awards 2018
Design communication
Finalist

Best Awards 2018
Design communication
Finalist

Best Awards 2018
Design communication
Finalist

Best Awards 2018
Design communication
Finalist

Best Awards 2018
Design communication
Finalist

Next - Half Machine

Next - Half Machine

Next - Half Machine

Next - Half Machine

Next - Half Machine