Dew Gibbons does the legwork for Pretty Polly

Sara Lee Courtaulds is to relaunch its Julien Macdonald hosiery line for Pretty Polly this September, with revamped packaging designs by Dew Gibbons.

The original packaging, developed by the fashion designer’s in-house team and featuring products from his autumn 2003 collection, was deemed too season-specific, according to Sara Lee Courtaulds legwear head of marketing Jayn Sterland.

She adds that Macdonald has briefed Dew Gibbons to meld his ‘glamorous’ fashion style with sustainable designs that can continue over several seasons.

The London consultancy is now putting the finishing touches on a design featuring a woman’s face with mesh fabric stretched across it. Creative work is expected to be completed later this month, with roll-out this autumn in department stores including Selfridges, Fenwick and House of Fraser.

Dew Gibbons won the work in January on the back of its existing relationship with Pretty Polly parent company Sara Lee Courtaulds. The design group last year refreshed the hosiery brand’s identity and packaging (DW 25 September 2003).