Pentagram’s work for Autumn/Winter 2018 celebrates British fashion’s extraordinary new designers, contrasting the emergence of their talents against London Fashion Week’s prestigious history.
The identity that Pentagram designed for London Fashion Week Men’s uses artworks and motifs from emerging men’s designers to create an irreverent collaged-aesthetic that pays tribute to their creative processes.
In contrast, London Fashion Week’s brutalist construction delivers a modern aesthetic that confidently expresses itself within the space it occupies.
As with the Spring/Summer 2018 campaign, Pentagram created a graphic system to link the three events and evoke a sense of shared DNA
Bespoke and contemporary typefaces are juxtaposed against the subtle calligraphic detail of the traditionally-inspired Ogg typeface, reflecting the campaign idea.
Designed with animation and digital environments in mind, the identities were brought to life on digital wayfinding systems and banners that dominated the event space.