London Fog was acquired in 2005 and undertook a major overhaul. The new owners wanted to revitalize and elevate the aging brand to the stature of Louis Vuitton, Gucci, and Prada. It had 90% brand recognition among consumers but it had lost it way during the 80’s and 90’s. I was hired to change the perception of London Fog being a mass (low-end) brand and relaunch it as a luxury (very expensive) outerwear company. The new owners quickly built an in-house team of world class designers, sales people and marketers and began flipping the conceptions of what a low end fashion brand could be.
We went back to London Fog’s roots, unearthing it’s classic line of outerwear, which dated back to the turn of the century. Using modern and unexpected materials we creating a huge buzz at launch. A new identity system was created including look books, an e-commerce website, packaging, and provocative advertising campaigns. London Fog made its way into high-end stores like Barneys, Fred Segal and Saks Fifth Avenue, creating huge buzz with buyers and the fashion press.
I worked closely for a year with the fashion designers and marketing team to recreate and reinvent the brand. The whole team worked together in a small room for over a year, sweating every small detail about the collection. We went back to London Fog’s roots, unearthing it’s classic line of outerwear, which dated back to the turn of the century.
From labels to packaging, the identity needed to embody the uncompromising modernity of a new fashion brand. The logo was kept simple, clean and elegant. A single color, based on Yves Klein monochrome blue, united the graphic system. It was a perfect fit. The color’s contemporary energy kept pace with the remarkable creativity of the collections—but never surpassed the clothes themselves.
London Fog's fashion Creative Director (James Thomas) developed an ownable collage cut 'n paste illustration style, ensuring total seamlessness from drawing to garment. I made sure this was a major design element of the new identity, using it proudly wherever we could.
The website brought to life the collections’ unforgettable luxury. Technical illustrations showcased each garment’s daring details, while photography flaunted its sexy appeal. Equally important, the site was e-commerce-enabled, which meant it had to perform as well as it looked.
Hothouse Brands, NYC
Carsten Fleck & Daniel Fleck
M Interactive, NYC
Art Direction Assistance
Lloyd + (Co), NYC
Fashion + Production
NYC In-house teams
Press and Awards
Initial collection gets into Barneys,
Fred Segal and Saks Fifth Avenue
for the first time in it’s history.