Simon Crofts


Case studies
About


Understated Era—
Quiet Luxury Reimagined
Brand Challenge

A new luxury English menswear brand striving to embody the ethos of quiet luxury, merging traditional tailoring heritage with modern minimalist sensibility—yet appealing to a contemporary, inclusive audience. The task was full-spectrum: naming, identity, product design, and digital presence—all while pioneering non-binary fashion codes.Creative Strategy

I developed a refined brand identity rooted in “heritage minimalism”—leveraging tailored, technical fabrics and subtle detailing to signal sophistication without flash. The identity system, product language, and digital narrative were crafted to speak to timelessness and inclusivity, positioning Understated Era as the mindful alternative to overt luxury.Result

The inaugural capsule debuted at 9 Cork Street to industry icons, socialites, and the global elite, establishing the brand as a quiet force in contemporary menswear. It set a new benchmark for minimalist tailoring with purpose—scaling quietly but confidently into the luxury space.


Deliverables
•  Directed art direction across all brand touchpoints, uniting heritage and contemporary aesthetics.
•  Defined brand positioning to merge quiet luxury with progressive, inclusive tailoring.
•  Created a brand identity system that balances English sartorial heritage with modern minimalism.
•  Led product design for menswear and non-binary collections, including fabric sourcing, trims development, and tech packs for global production.
•  Designed premium print, packaging, and trims to reflect the brand’s understated, luxury ethos.
•  Developed digital experience design (UI/UX) for e-commerce and brand platforms.
•  Directed film and campaign production for launch, aligning physical, digital, and cultural channels.



Understated Era was conceived and created for Goodwood as a modern expression of quiet luxury. From inception to launch, the pre-collection reinterprets traditional English tailoring through the lens of technical fabrics and a contemporary minimalist aesthetic—drawing influence from sartorial craft, street culture, and sportswear performance. From naming and brand identity to art direction and fashion design, I led every aspect of the brand’s creation, ensuring a coherent vision across product, packaging, and presentation. The clean, minimal digital design extends the physical experience online—delivering a luxurious yet intuitive platform that reflects the brand’s elevated, inclusive point of view.