Fashion Intelligence
How to launch a fashion brand. Defining a lifestyle.
We have been working on this project for the last two years, researching, studying and defining MDFI. Over 100 original designs — 40% of them made it to the market. The collection has become a case study on how to launch an emerging brand from scratch.
QA project: every block
A project detail page for checking hero, text, images, video, floating media, calls to action and contact blocks.
MDFI came to us with a clear idea but no visual identity. Its founder wanted to launch an emerging collection with its own voice, able to compete with established brands without falling into fashion clichés.
Process
We started with an intense research phase — references, competitors, trends and target audiences — that led to a brand manifesto and a custom typographic system. From there we worked identity, collection and digital roll-out in parallel.
We have been involved in this project since the very beginning, even before MDFI had been born. In May 2018 its founders proposed to us to help them launch an emerging brand. The first step was to create a name and to analyse its target audience.
Floating media: checking images, positions and layers.
Embedded video
Video block with a dark background and descriptive copy to validate contrast, ratio and spacing.
Outcome
The first capsule sold 40% of its stock in the first two weeks. The brand landed editorial coverage in three industry publications and closed a deal with a concept store in Madrid for permanent physical presence.
Credits: creative direction and strategy by the studio; photography and styling in collaboration with the MDFI in-house team.