Destination: style
Bhs wanted a shop-in-shop feel for its occasion wear and casual clothing ranges, two critical segments of Bhs womenswear that deserved stylish new environments.
We were asked to design a new look and feel for everything from garment tags to in-store environments in a way that communicated femininity and modernity, while at the same time being accessible to the core Bhs customer.
Far from plain Vanilla
The Vanilla Sands range of casual wear is about those clothes that mean something special to women - trusted pieces in natural fabrics that wash well and feel wonderful.
The visual inspiration for Vanilla Sands came from memorable, carefree days at the seaside. The result is fresh, modern and easily adapted to reflect seasonal merchandising.
It’s a woman’s world
Bhs needed to make a stance in women’s tailoring and formalwear, an important category known to drive sales and footfall for the rest of the store.
Our solution expressed the idea that the modern office was an arena in which women naturally thrived. In short, that the office is female.
Working Wardrobe reflects the working woman’s desire for functional, well cut and affordable clothes that don’t skimp on femininity, flair or panache.
