Gearing up for Autumn/Winter 2010 with John Smedley

11 January 2010 | Projects | No Comments

Our design work had to illustrate the thinking behind both collections, but still work as a single suite of materials.

The Workshop has worked with John Smedley for almost 20 years.

Recently they asked us to design and produce press materials and sales team tools for their Autumn/Winter 2010 menswear and womenswear collections. We began by spending some quality time with their design team to understand the thinking behind each collection.

That time helped us draw on the ethos behind the knitwear: layering. For both collections, we produced a spiral-bound presenter featuring fashion photography of the key pieces and sample fabric swatches.

Each presenter included an accompanying lookbook, which outlined the inspiration behind each collection. We also included the designer’s original sketches to illustrate layering and accessorising techniques. A special lookbook-sized pocket in each presenter’s back cover continued the layering theme.

Throughout the press packs, photography captured the essence and spirit of each collection. The ‘archivist’ theme for the menswear collection was shot on location at Tissington Hall, Derbyshire by Jamie Rowan.

Sarah Cresswell chose to emphasise the silhouette of the womenswear collection by taking studio-based images against a dreamlike London background.