Advertising
Brand Voice Studies — FWRD
The same exercise at the luxury end. Nine houses on FWRD, where the register shifts by subtraction — shorter lines, no persuasion, no scene-setting.
More from this body of work
Luxury copy for FWRD is shorter, but not more ornate. There is no persuading, no benefit claims, and no scene-setting. Copy names the craft, the material, the origin, then stops. There are no-fly words, including luxury, elevated, timeless, investment, curated. The idea is that if the customer needs convincing, the copy has already lost.
The studies
09 pieces
Brand imagery: The Row 01The Row
Double-Faced Wool Coat
Cut once, correctly.
Double-faced wool, so there is no lining and no facing. The inside is the outside. The shoulder is unpadded, the sleeve set by hand.
Nothing fastens. It is meant to be held closed, or not.
Brand imagery: Bottega Veneta 02Bottega Veneta
Intrecciato Bag
The weave is the signature. There is no logo.
Each strip of lambskin is cut, pared and woven by one artisan. Intrecciato takes two days for a single bag and cannot be done by machine — true since 1966, and still the reason.
Nappa lambskin. Made in the Veneto.
Brand imagery: Khaite 03Khaite
Wool Crepe Dress
Severe from the front. Not from the back.
High at the neck, open to the waist behind. The tension is the point.
Boned through the bodice so it holds without effort. Zip concealed in the side seam.
Brand imagery: Loewe 04Loewe
Calfskin Tote
A house that made luggage before it made anything else.
Calfskin tanned in Spain and worked until it holds a fold without stitching. The handle is one piece — cut, wet, shaped, dried. No hardware anywhere on it.
It arrives stiff. It will not stay that way.
Brand imagery: Toteme 05Toteme
Wool-Cashmere Coat
Two seams. That is the coat.
Cut straight from shoulder to hem, with a belt you can use or leave in the box.
Made to be the only outerwear you take for five days.
Brand imagery: Saint Laurent 06Saint Laurent
Grain de Poudre Tuxedo
Le Smoking, and everything since.
Shoulder built, waist suppressed, lapel in silk satin. Cut narrow enough that it isn’t a compromise between a man’s jacket and a woman’s — it’s the third thing.
Worn with nothing under it. That was always the instruction.
Brand imagery: Jacquemus 07Jacquemus
Micro Bag
Too small to be useful. That was never the point.
Nine centimetres across. It holds a card, a key and a lipstick, which between them cover most evenings.
Smooth calfskin, one seam, the clasp in brushed gold.
Brand imagery: Alaïa 08Alaïa
Engineered Knit Dress
He was a sculptor first.
A viscose knit built in panels, each one shaped on the body rather than cut from a pattern. The seams follow where you bend.
It goes on flat and holds you the moment it’s on.
Brand imagery: Rick Owens 09Rick Owens
Draped Jersey Tunic
Drape, then collapse.
Heavy cotton jersey, cut long and wide through the body, dyed to a dust that is neither grey nor brown.
The hem is left raw. The proportion is not a mistake.