Superdry Origins — Womenswear Brand Direction
This project set out to evolve Superdry’s ladies offering: retaining customers as they matured beyond the brand’s original audience, while attracting new customers with a more refined, considered aesthetic. Following an initial research and inspiration document presented to the client, the work developed into a distinct new direction for the ladies range called Origins.
Origins speaks to this audience by blending heritage Japanese references with classic British tailoring. Paired with rich brand storytelling, it gives Superdry a distinctive fashion identity with room to evolve over time.
