1st Year – Fashion Brand Development - Thom Browne X Levi’s collaboration – The Blind Truth

This piece of work was completed in First Year as part of our Fashion Brand Development Module, and was a collaborative project which saw Becky Mann and I working together as a team to produce a very strong outcome, and to produce the narrative of  ‘The Blind Truth; a Thom Browne and Levi’s Story.’  We worked on combining the brands Thom Browne, a luxury menswear brand which specializes in tailoring and aims to challenge and modernize uniformed clothing and workwear, and Levi’s, an apparel brand with a rich cultural heritage specializing in Demin wear. For the project, I researched into bringing the high end high street brand into the luxury marketing and communicative space, by exploring and analyzing the history, cultural influences, brand identities, touchpoints, branding narrative, brand indicators, visuals, marketing techniques, market levels, and consumer habits of each brand, in order to be able to bring the both brands together in conjunction. In creating the hybrid narrative ‘The Blind Truth,’ we created an exciting, forward thinking space between both brands, and created a new, very specific consumer identity for the hybrid brand, which took influences from the personalities and consumer bases of both brands. In developing the new brand space, and bringing Levi’s into Thom Browne and creating a new luxury space, we imagined a new genderless consumer and a detailed story behind ‘The Blind Truth’ for both of the brands, and this encompassed and celebrated equality and LGBTQ factors in a very visionary and abstract way, in order to reflect an inclusive and contemporary message. We then designed a genderless collection for the brand development, as this idea took and married together important factors from both brands, to bring them together in unity. We designed the garments, logo, branding identity, new brand aesthetic and touchpoints, tags and combined marketing techniques used previously by both brands, in order for us to hypothetically sell and promote this new brand hybrid of ‘The Blind Truth’ to the new consumer.

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This project was highly educational and enjoyable, and at the end of first year, I came to the realization that the  research, analysis and development of this project and this idea, first gave me the clarification and indication that writing, journalism, contemporary marketing and project management style skills, was the direction I wanted to progress down for and push forward in the rest of my time at university,  as Becky in the team was more the visual one, and I the more written content driven member. This project, and the branding, marketing and communicative techniques very much helped to influence the rest of my work, and begun to shape me and the rest of my university work.