Us Designers has created the identity and interiors for Beautiful Otherness, a shoe and accessory sub-brand from Faith aimed at ‘fashion-forward’ consumers that will be unveiled next month.
The brand will launch at Faith’s flagship London store, with standalone stores expected to roll out in the capital and other ‘fashion centres’ such as Leeds and Manchester from next year.
According to Us Designers senior designer Emily Morley, the brand is inspired by quirky, local boutiques and plans to offer shoes, bags, scarves, gloves and jewellery by up-and-coming designers alongside vintage products. Retail interiors at the Oxford Street store, where Beautiful Otherness will take over the basement, will be ‘gritty, urban and feminine – with a twist’, says Morley.
Pink neon lights and pink and white wallpaper featuring ‘street scene’ patterns, will be used throughout (sketch pictured). The consultancy will also introduce sliding, acrylic display panels on two facing walls to give the space greater flexibility.
Morley says the brand’s signage will juxtapose the word ‘beautiful’ in ‘pink, swirly neon’ with the word ‘otherness’ in a ‘hard, metallic type’. Packaging will be a mix of the consultancy’s urban prints and silver, pink and black colourways, she adds.
Us Designers first worked with Faith in 1999, when it designed interiors for the Oxford Street store. Morley was creative lead on the project.