Harrys London | Evolution
Work

Brand evolution

Overview

Harrys - formerly ‘of’ London - now simply ‘Harrys London’, has enjoyed a niche following since it was founded just over 20 years ago. Yet while the brand enjoyed a reputation among a particular social set for its unique blend of luxury and comfort, it was lacking in the style credentials that would enable it to enjoy even greater success.
Cue the arrival of consulting Creative Director, Graeme Fidler, who has set about delivering a subtle but effective evolution across all aspects of the brand. 
With no single defining ‘moment’ or above line investment around which to leverage an audience positioning reset, TWN put together a layered reintroduction strategy, targeting key media and individuals in the public eye who can be considered craftsmen in the field.

 

Elements

Media relations

Influencer outreach

VIP

Outcomes

Galvanising around the pillars of music, film, architecture & product design, food & drink, TWN has been helping craft a more style-relevant public positioning that would have previously been unachievable.  
We’re not only sending to LA based Ilaria Urbanati for her clients, but she has also featured the brand in her LEO Edit. Acting talent breakthroughs include Paul Mescal, Theo James and Sam Clafflin, while a dedicated push to move the taste-maker needle has resulted in Harrys been worn by respected up and coming and established musicians such as; The Murder Capital, Jack Flannigan, Louis Dunford and Suede.

Future Nature — Brand evolution
Paul Mescal
Future Nature — Brand evolution
Robb Report
Future Nature — Brand evolution
The Rake
Future Nature — Brand evolution
Leo Edit
Future Nature — Brand evolution
Matt Maltese
Future Nature — Brand evolution
Tatler
Future Nature — Brand evolution
Wall Street Journal
Future Nature — Brand evolution
Sam Claflin
Future Nature — Brand evolution
Theo James
Future Nature — Brand evolution
Esquire
Future Nature — Brand evolution
Boys By Girls
Future Nature — Brand evolution
Jack Whitehall