HMKM works on dressmaker Susie Stone’s new store

HMKM has created branding and a retail concept for new bespoke dressmaker Susie Stone.

The Central St Martins College of Art and Design graduate tasked HMKM with communicating her passion for vintage glamour. The retail design consultancy has responded by creating a heart-shaped marque formed from Stone’s initials in a Gill Sans typeface.

HMKM claims that it took its branding cues from Savile Row tailors, in an attempt to position Susie Stone as the womenswear equivalent.

‘The mustard-and-white colour palette is acutely modern but with a retro-feel befitting the brand, being glamorous without the excess of gold,’ says the consultancy in a statement.

Stone’s first store in London’s Bermondsey features zones to reflect the customer journey and the process of creating a bespoke garment. The zones include welcome, consultation and studio areas, as well as fabric display and dress-style display areas. The furniture includes some of Stone’s mother’s vintage pieces.

Latest articles