brand

Souleiado

Souleiado has been part of my life since childhood, and I wanted to set myself the challenge of rebranding the house as though I had been handed the brief. Founded in the late eighteenth century, it carries a piece of French and international fashion history: it grew out of the trade in the printed cottons known as indiennes, and it has kept that craft alive to this day, a rarity that sets it apart.

The rebrand runs across everything the house does: the architecture and interiors of the stores, part of the product line, including the design of a short jacket, the logo, the monogram, the colour range, and several series of fictional post-photographic shoots that set out my reading of this world.