Recent projects include creative direction and concept development for the brand DECORUM. Decorum collections target the high-end contemporary market for men and women. The aesthetic is forward and cutting-edge. The product range includes a full lifestyle assortment of apparel and accessories with an emphasis on tailored ready-to-wear.
Brand Overview - static
Redefining celebrated propriety with fashion forward, cutting-edge styling and a hypermodern take on fashions’ norms. Decorum is directional and distinctive, an alternative fashion brand with a modern and dynamic spirit. Creating and establishing signature style codes from the start and developing a fashion philosophy based on creativity and ingenuity. Decorum will continually evolve and explore, the product will change but the philosophy, the vision and point-of-view will remain the same. Creativity and industry meet here, a combination of advanced design, skilled merchandising and strategic planning will make this brand tick.
The clothing collections for men and women are the foundation for all Decorum collections. The look is cool, cutting-edge, individual, downtown and sexy with a little bit of rock-n-roll and always a degree of utilitarian credibility. Decorum will distinguish and develop the style codes from the start. An idiosyncratic aesthetic that is always somewhat independent of trends and instantly recognizable, Decorum is a modern lifestyle brand reflecting gradual changes in fashion at its core while expressing and exploring faster fashion ideas as a compliment. Decorum will develop a strong point-of-view and consistently communicate that to the consumer.
Offering a sleek new urban wardrobe, Decorum will be known for its innovative and directional styling. The collections’ hypermodern takes on classics will highlight its sophisticated sensibilities, precision craftsmanship, modern techniques and innovative constructions. A distinctive graphic and architectural aesthetic coupled with the collections’ signature sharp tailoring and detailing will give Decorum a strong sense of identity. That distinctive image and point-of-view will be carefully cultivated and consistently communicated across an expanding range of premium lifestyle and fashion collections.
Men
Super-cool, downtown and individual, sexy, rough and a little bit dangerous the Decorum man himself inspires the men’s collections. The men’s clothing collection will be known for its edgy and directional styling and distinctive point-of-view and true to the Decorum brand concept the collection will have an architectural and hypermodern sensibility. Dynamic connections to music, photography, art, architecture and technology are important. The collection will evolve and explore, the product will change, the point-of-view and philosophy will remain the same: a cool directional distinctive forward-fashion collection with a relevant modern spirit.
The look is super-cool, cutting-edge, individual and downtown, a little bit rough and raw and a little bit rock-n-roll with a forward sporty street-cool European edge and always a degree of utilitarian credibility. Somewhat independent of trends the collection is a lifestyle collection reflecting gradual changes at its core and exploring faster fashion ideas as a compliment. The collection will have a strong tailored component and develop a full collection assortment. Establishing and developing style codes from the start: the military, uniforms and fatigues, pro-sports and pro-gear and the details of utility will be key signature elements and themes.
Decorum will provide men with an exciting new wardrobe known for its innovative and directional styling and hypermodern take on classics. Decorum’s distinctive architectural aesthetic, design and detailing will give the collection a strong sense of identity, a particular cool aesthetic that is instantly recognizable. That distinctive image, the DNA, will be carefully cultivated and consistently developed across an expanding range of premium lifestyle fashion and accessories collections for men including: underwear, activewear, denim, sunglasses, watches, bags, belts and shoes.
Women
Distinctive, dynamic, sensual, sexy and striking, always individual and independent, just like the woman it is designed for. The women’s clothing collection will be a known for its fashion-forward and directional styling and distinctive point-of-view. True to the Decorum concept the collection will be provocative and cutting-edge with a hypermodern sensibility. Connections to music, photography and art are important. The collection will continually evolve and explore, the product will change but the philosophy and point-of-view will remain the same: an exciting directional fashion collection with a dynamic forward spirit.
The look is super-cool, sexy, edgy, individual and downtown with a little bit of rock-n-roll and a forward European edge. Always somewhat independent of trends the collection is a lifestyle collection reflecting gradual changes in fashion at its core while expressing, exploring and developing faster fashion ideas as a compliment. The collection will have a strong tailored component and develop a complete collection range. Masculine vs. feminine, hard vs. soft and vintage lingerie and corsetry details, styling and constructions will be key signature elements and themes. The details of utility will take on a creative and decorative aspect.
Offering women an exciting new wardrobe, Decorum will be known for its innovative directional styling and sexy but always cool sophisticated sensibilities. Decorum’s creative architectural aesthetic and distinctive design and detailing will give the collection a strong sense of identity, a particular aesthetic that is instantly recognizable. That look and image will be carefully cultivated and consistently communicated across an expanding range of premium lifestyle fashion and accessories collections for women including: underwear and lingerie, activewear and denim, sunglasses, fashion jewelry, shoes and handbags.
Children
The Decorum philosophy, style codes and distinctive look and application applies to a full range of lifestyle products. The “a little Decorum” children’s collection will be just that, a little bit of the Decorum aesthetic. Whether through a pint sized version of a men’s or women’s main collection style or an original children’s design, “a little Decorum” will communicate the Decorum concepts in a fun, clever and playful way. Serious about this business and its potential, an emphasis on a well merchandised, focused and thoughtful assortment will be a priority from the start.
Active
Intrinsically Decorum is a modern concept where advanced design and real-world utility live hand in hand, forward form and function coexist, and this duality is paramount. Activewear plays an important role in a modern wardrobe and everyday dressing. Not only for the gym, the Decorum active collections will target both the gym and the street with skillfully merchandised assortments aimed at both. Drawing on the Decorum codes and concepts, the active collections will be innovative and directional.
Bold, striking, graphic, architectural and experimental, collections will communicate and articulate the signature sensibilities of the brand with a focus on structure, composition and the human form. Utility, technique and construction are embraced in creative, interesting and provocative ways. And true to Decorum’s core philosophy the collections will offer new and contemporary ideas of propriety in gym attire and explore new and exciting concepts in fabrics, styling and merchandising.
Underwear
Even at its most fashion forward and conceptual best, Decorum embodies a sensual, sexual, raw and bare quality. Underwear and lingerie collections are natural extensions for the Decorum brand and a priority. Creative content drives business and the personality of this brand will motivate consumers. True to the brand concept, philosophy and style codes these collections will be forward, distinctive and provocative. Edgy, hip, cool, confident, youthful and sexual, this most stripped back look at the personality of the Decorum customer is the focus.
Collections will explore the modern architectural and graphic sensibilities of the brand applying them to the form in creative and arresting ways. Always forward, directional and sexy. Constructions and techniques are important and take on a decorative aspect. The details, materials, and styling of vintage underwear and lingerie are signature elements in Decorum’s main collections and here is the opportunity to bring them full circle in the spirit of Decorum.
Eco
The “by dECOrum” range of eco-friendly apparel targets the growing market of eco-conscious fashion consumers. Not simply a clever play on the brand name the “by dECOrum” collection makes sense. Decorum embodies a distinctive point-of-view, a philosophy, an awareness of its place on the fashion landscape, a social awareness. At its core decorum is about creativity and functionality, design and application, duality. Here, the brands’ distinctive design takes on a new functional aspect and a new dimension in eco friendly materials. The materials change but the brand message remains the same.
The Decorum collections intend to redefine celebrated propriety with forward, cutting-edge styling and a distinct hypermodern take on fashions’ norms, creating an international big league fashion product with a decidedly independent renegade vibe. Decorum aims to be an important brand on the fashion landscape, culturally relevant to the consumers’ way of life and speaking to the life they lead through dynamic connections to music, art and photography. New style, new rules.