Creative Consultant

This project set out to evolve Superdry’s ladies offering: retain customers as they grew older and outgrew the brand, while attracting new customers with a more subtle and refined taste. Following an initial research and inspiration document presented to the client the work developed into a new direction for the ladies range called Origins.

Origins targets this audience by combining old and new Japanese references with British tailoring. Paired with charming narratives it gives Superdry a distinct look with room to evolve over time.