Art Director Mr. Who0484, Oslo, NO
In 2016 Norway’s leading high end fashion retailer Høyer launched their first brand of womenswear.
Tailored to reflect Høyer’s unique position in the Norwegian fashion industry, the new brand sought to establish the image of a strong, independent and extravagant woman: a female role model that would set trends, inspire movements and turn heads.
Given the task of shaping the DNA of the brand, we wanted to bring back the timeless flair of iconic women – both past and present – and combine their aura, style and attitude into a bold, delicate and powerful visual identity.
Maud was the name of the first queen of modern Norway: a proud, engaged and influencing woman who perfectly encompassed the values of the brand we set out to create. Her exquisite taste, her refined sense in everything from politics, culture and arts – to the way she combined garments of different styles and eras into new creations effortlessly fitting her trademark hourglass figure – proved a well of inspiration for our creative process, and sat the tone for a whole range of future collections of exclusive high fashion clothing.
Drawing Maud’s hourglass – a testament to both her character and iconic legacy – we created a powerful yet simplistic logo that balances gracefully with the brand’s custom nametag, as well as functioning intuitively as a stand alone design element.
The minimalistic take on the classic serif type of the Maud nametag, is a strong symbol of the brand’s core misson to build a bridge between fashion icons of eras past and the leading trends of today. An idea that also ties directly into Maud’s tagline and sworn statement: “Bring Her Back”.
The first collection Autumn/Winter 2017 was inspired by Maud herself, adding layers upon layers of both light simplicity and heavy complexions, to create a renewed sense of lush sophistication. We handpicked the unique location for the campaign photoshoot, we directed and shot a series of brand identity films, and we were hands on during both conceptualisation and execution of the award winning fashion show launching the first collection in August 2017.
Following Maud’s legacy, future collections will each relate to a carefully chosen iconic influencer, and continue her journey to bring forth unique flair and signature attitudes. And as the brand progresses through ever changing fluctuations of the fashion landscape, both in Norway and on the international scene, we will work closely with the brand’s fashion designers to build upon our solid identity foundation, and continue to expand the visual, philosophical and creative world of Maud.