The consultancy developed the branding for the London Collections initiative, which also includes the Womenswear showcase, for its launch last year.
This project has seen Music create new advertising, event branding, printed materials, and online concepts.
The photography for this season has strong links with that of previous season, sharing the same white and a greeny-blue colour palette. It also retains the brand guidelines for the Collections initiative that Music created to fit with the wider BFC guidelines it previously designed.
The photography style uses bespoke still-life scenes to showcase designer menswear pieces. The shoot was delivered in collaboration with set builder Sarah Parker, still life photographer Sam Hofman, and stylist Luke Day.
The imagery for this season differs in that it now uses frames for the clothing, aiming to reference the London Collections Men monogram shown across all touch points, including signage, online and marketing collateral.
Adam Rix, Music lead creative, says, ‘The move on was achieved by creating sculptural forms from solid boxes, frames, textural backgrounds and mirrors. Clothes are then placed onto, inside, within and around these elements.
‘The “sculptures” are painstakingly built up, deconstructed, and adjusted in camera over several hours until the correct balance and composition is found.’
Music has been the sole retained branding and graphics agency for the BFC for the last three years, and also works on the branding for London Fashion Week.