Charli is a London based fashion brand with a consistently unpretentious and wearable collection. Their focus is on beautiful jersey fabrics which infer luxury, but in an understated way.
We were asked to contribute some strategic thinking in helping to develop the Charli brand and it's positioning. The first step in this evolution was to design a look-book for the Spring/Summer 2011. The brief asked for the book to be 'minimal with clean lines' and to 'veer away from the overly romantic look of SS/2010'. The target audience was a slightly younger demographic than previous collections.
The first thing was to create a narrative throughout the book, telling the seasonal story through the use of texture and detail. We added a strong yet flexible grid to accommodate the look-book, catalogue and information section. Then we worked closely with our printer, Push, to increase the quality of the print and stock for a more premium finish. Printed on Fedrigoni Splendorgel.