With the launch of London Fashion Week, Charles Worthington has unveiled its new styling range Front Row, designed by jkr. Targeting fashion savvy consumers, this new range draws on Charles Worthington & team’s vast experience and involvement within the backstage catwalk world.
When creating the design, conveying the professional nature of the brand and its products was key, as was capturing the flair and drama of the backstage world. Our solution stretched from collaboration on name generation through to innovative packaging where the product descriptor and other graphics can be peeled off to reveal a purely decorative pack.
“With the idea of transformation in mind, the thought of using some sort of sleeve or reveal was liked from the outset. It tied in well with the theme of the drama of a catwalk show, would be engaging for the consumer and in effect enabled us to have a greater canvas to tell our story.”
Matt Gilpin, Design Director, jkr