Understated Era
A luxury English menswear brand that embodies the ethos of quiet luxury and redefines traditional tailoring for a contemporary, inclusive audience. The brand needed to merge traditional English sartorial elegance with modern design sensibilities, including technical fabrics and a minimalist aesthetic. The project required full-spectrum development, from naming and identity creation to product design and digital presence, all while pioneering non-binary fashion and setting a new benchmark for sophisticated style.
Deliverables
Art Direction
Brand Positioning
Brand Identity
Product Design
+ Fabrication + Tech Packs
Print + Packaging
+ Trims
Digital Design / UI + UX
Film + Campaign
Understated Era was created for Charlie March (Goodwood). From inception to realisation, the pre-collection draws inspiration from traditional English wear, blending it with technical fabrics and a contemporary minimalist design aesthetic, influenced by sartorial, street, and sportswear. From creating the brand name to developing its identity, art direction, and fashion design, Simon meticulously conceived every element of Understated Era. The digital design is clean and minimalistic, offering a luxurious yet user-friendly experience.