London Fashion Week (AW18)

Pentagram’s work for Autumn/Winter 2018 celebrates British fashion’s extraordinary new designers, contrasting the emergence of their talents against London Fashion Week’s prestigious history.

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The identity that Pentagram designed for London Fashion Week Men’s uses artworks and motifs from emerging men’s designers to create an irreverent collaged-aesthetic that pays tribute to their creative processes.

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In contrast, London Fashion Week’s brutalist construction delivers a modern aesthetic that confidently expresses itself within the space it occupies.

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As with the Spring/Summer 2018 campaign, Pentagram created a graphic system to link the three events and evoke a sense of shared DNA

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Bespoke and contemporary typefaces are juxtaposed against the subtle calligraphic detail of the traditionally-inspired Ogg typeface, reflecting the campaign idea.

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Designed with animation and digital environments in mind, the identities were brought to life on digital wayfinding systems and banners that dominated the event space.

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