Rebranding news and archive

& Other Stories unveils new branding under Jonathan Saunders

Fashion and lifestyle brand & Other Stories, part of the H&M Group, has unveiled new branding and the first pieces designed by newly appointed chief creative officer Jonathan Saunders. British designer Saunders, who joined & Other Stories in April to drive the brand forward into its next phase of growth, has revealed a new “brand spirit,”...

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Retail

DSW unveils repositioning, with refreshed brand platform and store format

Designer Shoe Warehouse (DSW) has unveiled a widespread rebrand of its business as it looks to reposition itself in a post-pandemic world. Following the new tagline, ‘Let Us Surprise You’, the refresh reflects what the brand says is a “significant evolution”, shown in the reimagining of both its in-store and digital experiences. The...

Fashion

Chrono24 unveils new brand identity and global campaign

Chrono24, the online marketplace for luxury watches, is rebranding with a new modernised brand identity led by chief executive officer Carsten Keller, who was appointed last year, as it looks to target growth markets, such as the US. In a statement, Chrono24, which has been at the heart of watch collecting since 2003, said the brand refresh was...

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Fashion |In Pictures

PrettyLittleThing unveils rebrand to usher in an “elevated new era”

British womenswear e-tailer PrettyLittleThing, part of the Boohoo Group, has unveiled an ambitious new rebrand to “redefine accessible luxury for a new generation”. Head up by co-founder Umar Kamani, who returned to PrettyLittleThing last year, the ‘A Legacy in Progress’ rebrand centres around celebrating the brand’s heritage, while also...

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Fashion

German footwear brand Lloyd unveils new brand identity

German heritage footwear brand Lloyd has unveiled a new brand identity to ring in 2025 as it looks to embrace “changing markets” to become a global lifestyle brand. Lloyd’s new vision is centred around the concept of “fuel a positive lifestyle,” with a rebrand that claims to “Own the Moments” to inspire joy, confidence and style in its customers...

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Business

Outerwear brand Hawke & Co relaunches with new brand image

Brooklyn-based outerwear brand Hawke & Co has unveiled its relaunched brand image. Founded in 1958 under the name Rosbro, the brand rapidly grew into a global outerwear and sportswear brand for men. The brand relaunch sees Hawke & Co embracing a new era through the introduction of new innovative designs that assert performance, style, and...

Fashion |In Pictures

Nanushka rebrands to reframe timeless and sustainability credentials

Budapest-based contemporary fashion brand Nanushka has unveiled a new rebrand to distil the label’s elegant and sustainable credentials into a “robust and cohesive identity system” to underpin the brand’s continued growth. Nanushka’s founder and creative director, Sandra Sándor, worked with London-based creative studio and brand consultancy Any...

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Business

Don't Call me Jennyfer rebrands back to Jennyfer again

Don't Call Me Jennyfer is back to being Jennyfer. The women's fashion brand, which survived a bankruptcy, is back with a completely new artistic direction, determined to carve out a firm place for itself in French ready-to-wear. To announce its rebranding, Jennyfer, followed by more than a million followers on Instagram, opted for a 100 percent...

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Fashion

Amour Vert announces rebrand and relocation of headquarters

American premium womenswear brand Amour Vert has unveiled a new vibrant rebrand as part of its ongoing expansion plans, as well as the announcement that it is moving its headquarters from San Francisco to the heart of the Los Angeles fashion district. Amour Vert, which positions itself as a sustainably focused womenswear brand offering a...

Fashion

Naked Wardrobe relaunches with new brand identity and product strategy

Los Angeles-based solution-based basics label Naked Wardrobe, founded by three sisters - Shideh, Shida and Shirin Kaviani, is relaunching after 12 years with a new visual brand identity and product strategy, pivoting towards more elevated styles. Naked Wardrobe, known for its sleek, form-fitting, and stretchy bodysuits, leggings and dresses, as...

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Fashion

Sweaty Betty rebrands with new campaign to end toxic exercise narratives

Women’s activewear brand Sweaty Betty, a division of Wolverine World Wide, Inc., is rebranding with a new campaign focused on ending toxic narratives around women’s exercise. Sweaty Betty’s new look is aiming to empower women with a newer, healthier and inclusive ‘Don’t Sweat It’ message, ditching the “push harder” rhetoric and purplewashing...

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Fashion

Moda Operandi launches a new brand identity

Luxury online retailer Moda Operandi has given itself a brand new makeover, resulting in a modernized logo, colorful pages, and more to reinforce its standing as one of the leading platforms for fashion discovery. “Moda’s new look and feel is inspired by the brand’s bold DNA and speaks to our evolution,” said Patrick Emanuel, the company’s vice...