ESPRIT every.day.counts - edc label
• AllOver surface pattern prints
• Seasonal moods - graphic translation
• Color propositions
• Strike off comments
I was asked to design a range of geometrical allover fabric patterns for the label every.day.counts from Esprit. Within the well known casual fashion collections of Esprit, a refined, minimalistic and clean fashion label was developed. For the style conscious and young buyer, the collections were build up with basics [every day] and 'statement pieces' [today]. For these 'today' pieces the label invited creative artists to make statement artwork.
Seasons moodboards were the first start for searching and creating interesting surfaces. A quirky small twist in these patterns provided the upbeat spirit which suited the collections. The creative allover printed styles also formed a good visual appearance between the predominantly unicolor basics in the racks. Sales rates were good - sometimes you need a wild allover printed style to sell the plain black version better, but in this case it worked the other way around.
Rejuvenating and upgrading [segments of] the Esprit brand, meant using the momentum that the every.day.counts collections accomplished. With the focus on a more designed and sophisticated style for Esprit, the every.day.counts spin-off label has been a clear guidance in style and design.