SS21
Challenge
Jack London have long been seen as a label for the rebellious, through their use of unconventional silhouettes and mod-rock grit. So when developing their first core range, the challenge was to widen their formalwear appeal without stripping away the unique essence of the brand.
Solution
At the core of the decision was to tap into a larger audience. By keeping signature silhouettes but applying them to more traditional materials and finishes, they suits have greater mass appeal. Campaign assets following the same philosophy meant that the rock-n-roll was pared back in favour of a classic sartorial look.
Client
Jack London
Category
Art Direction
Collaborators
Karl Bartl, Sarah Godden, Gina Pulfer
Year
2020
