The London Fashion Week work is part of a wider project Music has been working on for over a year with the British Fashion Council, the organisation that runs the event, which has seen the consultancy address the hierarchy of the brands, events and programmes under the BFC umbrella.
The project has seen Music create new BFC brand guidelines to be used across its three strands – designer support, such as awards; events and celebration, such as London Fashion Week and London Collections, which Music created the branding for in June; and education.
Adam Rix, senior creative at Music, says, ‘The brand guidelines encompass a mission statement that goes out to partner organisations and sponsors. We created a brand framework with the overall brand essence, then each strand has an individual personality.’
Rix says Music refined, rather than changed the BFC identity, subtly altering the typeface to make it more flexible for its various applications.
This month’s LFW moves away from the usual style of depicting imagery from the previous season’s event, instead using a pattern by fashion designer Jonathan Saunders across the branding, which is shown on all LFW collateral including hoardings, stationary, advertising and other collateral.
As of this month’s event, Music will collaborate with a different fashion designer on the branding. The autumn event’s designer will always be the winner of the BFC’s award for emerging designers; while the February event each year will use designs by the winner of the BFC award given to an established designer.
For this LFW, Saunders adapted an Ombre print used in his Resort collection, which was inspired by op-art Hungarian French artist Victor Vasarely.
Adam Rix, senior creative at Music, says, ‘We’ve done four or five seasons and this time we had a bit of a rethink about it. We realised that there was this massive canvas at Somerset House [the hoarding] which we always put graphic design on, but it was more interesting to showcase the great things about London Fashion Week on there.’
He adds, ‘London Fashion Week is the leading fashion week in the world, and we realised that to maintain that position we had to do something a bit different.’