This month sees us adding the finishing touches to the design work for the launch of new online luxury lingerie retailer, Fox & Rose. The name reflects the personalities of the brand’s core customer; The Fox – playful, teasing, spirited, seductive. The Rose – elegant, beautiful, delicate, intriguing.
Fox & Rose champion British designers offering beautiful and innovative hand-picked collections by designers including Fleur of England, Ell and Cee and Fifi Chachnil. It also has the unique selling point of supporting and showcasing young talent with its affiliation with the students at De Montfort University, (currently the only university in the world to offer a contour design course).
Our task was to convey this duality and luxurious proposition into a tangible brand. Inspired by antique engravings from pictorial dictionaries, the studio created drawings of the Fox and Rose which were then juxtaposed with an elegant and modern logotype. A palette of muted pinks, cream and grey enhance the sophisticated identity of the brand, and works beautifully across the website, stationery and packaging. Customers are set to receive their purchases wrapped in Fox& Rose patterned tissue paper in bespoke grey boxes, foil blocked with the F & R logo and finished with a cream grosgrain ribbon, the tactile qualities reflecting the intricate nature of the product.
Fox & Rose founders, Alexandra and Amanda, wanted to create a unique and comprehensive online purchasing experience. A perfect fit is paramount when buying underwear. Therefore it was decided that in order to show the garments most effectively they would be photographed simply on a lightbox, secondly on a model and lastly we would capture video footage of the model walking – giving customers a more realistic vision of how the garments will sit on the body. After a busy 2 day shoot and going at it hanger and thongs! we had our images for the launch and Fox & Rose’s debut collection. It was amazing to see the pieces being brought to life and we are now busily integrating them into the website.
The site also features advice on how the underwear may affect your outerwear, a fitting service and look books with current styling and fashion ideas.
To keep up-to-date with the website’s launch sign up at www.foxandrose.com and become a member of ‘Fox & Rose 7th Floor’ where you will also be eligible for exclusive discounts and offers. And for those who want a taster of just how serious Fox & Rose are about lingerie visit the Fox & Rose blog and join in the excitement.