New look Matthew Williamson brand

British fashion designer Matthew Williamson is set to relaunch his label’s branding, in a move that will affect ready-to-wear collections, accessories, homewares and stationery ranges.

Matthew Williamson creative director Clare Ceprynski, who is behind the brand identity with Williamson, says its launch next week will coincide with the opening of the label’s first standalone store on London’s Bruton Street.

She says it will reflect the store’s identity, with initial applications across carrier bags and hangers, followed by garment tags for the autumn/winter collections.

Williamson and Ceprynski have also collaborated on design concepts for the label’s Bruton Street flagship store (pictured). Ceprynski says interiors in the 250m2 Grade II-listed, Georgian building are a blend of ‘old and new’. ‘I’ve tried to take what Matthew’s used in his collections to create a signature look. There are space age [elements] alongside decorative, floral touches,’ she says.

Ceprynski and Williamson have retained the building’s features, but installed a ‘worn’ travertine floor.

Floating ceilings support three ‘frondy’ Murano chandeliers, while clothing is hung on ‘tall, elegant, fluorescent’ railings and torsos suspended from the chandeliers. Perspex plinths positioned beneath allow consumers to see ‘whole outfits, from dresses to shoes and bags,’ adds Ceprynski.