PRIVATE LABEL — BRAND CREATION & COLLECTION DEVELOPMENT

CLIENT
Club 21, Singapore

PROJECT
Private Label. Brand Launch & Collection Development

SERVICES
Creative Direction / Brand Strategy / Fashion Design / Collection Development / Creative Research / Colour & Fabric / Fit Development / Product Development / Vendor Sourcing & Management

THE BRIEF

18.01CREATIVE was engaged by Club 21 in Singapore to develop Private Label, a completely new fashion brand and collection.

Starting without an established product language, the project required us to define a clear creative direction, understand the target consumer and build a collection from the ground up.

The brief extended beyond design. We were asked to provide the creative and product expertise needed to take the brand from initial concept through to finished product.

OUR ROLE

18.01CREATIVE worked across the complete development of the brand and collection.

We established the creative direction before translating this into research, colour, fabric, silhouette and product. From there, we designed and developed the collection, working through fittings and refinement to ensure the final product delivered against the original vision.

We also brought in and worked directly with vendors, connecting the creative process with the manufacturing expertise required to make the collection a reality.

BUILDING FROM THE GROUND UP

Creating a new brand presents a very different challenge from working within an established one.

There are no existing product codes to inherit. They have to be created.

Our role was to establish a clear point of view for Private Label and then ensure that thinking carried consistently through every stage of the collection.

CONSUMER → DIRECTION → RESEARCH → DESIGN → DEVELOPMENT → PRODUCT

Creative direction and product development happened together, allowing decisions around design, fabric, fit and manufacturing to inform one another throughout the process.

FROM DESIGN TO DELIVERY

By bringing together design direction, technical understanding and the right external partners, we were able to provide Club 21 with an end-to-end design and development resource rather than simply delivering a set of designs.

THE RESULT

Private Label launched as a completely new collection for Club 21, with 18.01CREATIVE providing the creative direction, design expertise and product development support required to take the project from concept to reality.

The project demonstrates how we can work as an external design department for a business launching something new, establishing the vision, creating the collection and bringing together the people and resources needed to deliver it.

EXPERTISE
Brand Creation / Creative Direction / Fashion Design / Collection Development / Fashion Research / Colour & Fabric / Fit Development / Product Development / Vendor Sourcing / Supplier Management