ABOUT

Viyella clothing is classic, heritage-inspired and high quality with a focus on luxurious materials. For the launch of the Spring/Summer 2014 collections, I wanted to embody this while also giving the brand a more modern feel to bring it into the 21st century. I looked to the slick typographic treatments seen in classic high-end fashion magazines like Harper's Bazaar for inspiration to create a more fashion-forward look and feel. A sense of tradition and heritage was nevertheless maintained through the use of a traditional serif typeface for the calls-to-action and body copy throughout the design.

The images on the right display a mood board that shows the overall design direction, a homepage design and women's and men's department landing pages and feature pages.