“It can’t just be down to a website’s aesthetic. Create a feeling, an experience…”
Julius Lumsden. Not only a fashion designer, he has been a Professor of Fashion Business, Branding, Marketing, Creative process, Trend Analysis, Collection Development, Colour Design Theory and Fashion History as well as a design consultant and creative advisor. So when he asked topright to help express his fashion brand design experience in web form, we jumped at the challenge.
His work draws on his multiculturalism, his sexuality, his spirituality and his international life experience as well as his desire to change the belief that women are often shamed in society via their bodies and any sexual expression of it.
Julius Lumsden is his brand’s story. They are synonymous. So it was vital that we communicated this through every aspect of the website’s design.
The home page uses a combination of abstract images and photography of his work to reflect the fashion brand’s concept: ‘The Julius Lumsden woman is a study in paradoxes. She is The Lady, She is The Mistress, She is The Mother, She is both Good and Bad. She is conservative with an urban edge. She is exciting to men and to women. She is a study in duality. She is timeless.’
The logotype design reflects the elegance and empowerment shown through his collection and a minimalist, classic logo device enhances the beauty and secrecy of the fashion brand design.