Diesel have been making efforts in recent years to reinvigorate their brand somewhat, and it was a great experience to be involved in the creation of their mammoth new brand book, from which all future communications will take their lead. Put together by a team that spanned both the UK and Italy, it was not always an easy marriage of ideas and language – I was happy to be there though to offer advice, editing and sub-editing, and think the finished article will offer a whole new clarity to the brand for Renzo, Nicola and their team.
A roundup of recent profiles written for semaine. The space for this type of content on this type of website is so crowded nowadays – always in my work for Semaine, I try to cover slightly more unexpected or in-depth ground. i don’t believe that ‘aspirational’ or ‘lifestyle-focused’ or whatever has to mean the same as completely ‘dumbing down’ – thankfully Michelle and Georgie at Semaine seem to recognise this too.
I visited Hostem’s temporary new home on Old Nichol street for the first time recently – as beautifully considered as anything else that James, Christie and the rest of the team have turned their hand to.
The change of scenery is the result of some major new refurbishments going on at their redchurch street citadel round the corner – brought about by both their ever-changing surroundings and a recalibration of what they want to say with the space.
It inevitably reminded me of their first major upheaval, when they first introduced womenswear. I was lucky enough to be involved in those early stages and to see their vision come to life: that exquisite curation of products set against a perfectly realised backdrop of natural light, steel parquet flooring and endless winding staircases…
I’ve no doubt that whatever direction they take things in this time round, it will be equally impressive.
I’ve been privileged enough to have spent the last month or so working on the launch of floom – an exciting new digital startup that puts the finest artisanal, local florists at your fingertips.
One particularly rewarding brief was to prepare the tone of voice document for the brand, which will act as a foundation for all their communications as they grow.
The ambitious project is the result of a uniquely put together team of creatives, business minds and tech-visionaries able to draw on extensive experience in the upper echelons of the luxury and fashion industry. At the heart of floom is its Paris-born and Bali-raised founder, Lana Elie. In previous roles Elie was responsible for delivering high quality content and campaigns for fashion companies that read like a who’s who of cool, covetable brands: burberry, prada, gucci, marc jacobs, nike and i-D to name just a few…
Floom launches at the end of february – visit the site here and sign up to the newsletter for more info…
A favourite assignment of recent times: getting to interview and profile the inspiring(/intimidating) apollonia poilâne for semaine.com. Daughter of Lionel Poilâne, she was eighteen years old when both he and her mother died in a freak helicopter accident. Three days later she announced to the entire famed Poilâne boulangerie empire that she would be taking over as CEO, effective immediately. a year later she took up a place at Harvard, where she continued to oversee the business as it grew to unprecedented levels.