As London Fashion Week kicks off, its closing event London Fashion Weekend is being energised with a fresh brand marque by The Plant.
The Weekend – on 22 to 25 February on the lawns of the Natural History Museum – showcases collections from London Fashion Week designers, along with a prestigious selection of boutiques and beauty salons.
The consultancy was tasked with linking the redesign of the Weekend to London Fashion Week, while generating its own personality and creating a marque that works in any media on any scale, with the result that the Weekend should be seen not as the ‘main event’s poor cousin, but rather its elegant, edgy younger sister’.
Using bright florescent inks to replace the previous red, black and white, The Plant has created a fresh logo to appear strong and confident and reflect the vibrancy of the event. It has also come up with the strapline ‘Fashion starts here’, which will feature on tickets, ticket wallets, marketing materials and leaflets.
The Plant creative director Matt Utber says, ‘We created the strapline to reflect the event’s deep links to style in London. Our visual approach reflects this season’s trends, so all the colours have been printed with the brightest florescent inks possible.’