Damart: Re-imagining the Brand

Damart industry project work by Ekaterina Smorshchok and Shwe
Ekaterina Smorshchok and Shwe

Ekaterina Smorshchok and Shwe

Damart industry project work by Dery
Dery

Dery

Damart industry project work by Mademoiselle
Mademoiselle

Mademoiselle

Damart industry project work by Mia Lillingston and Dinta J
Mia Lillingston and Dinta J

Mia Lillingston and Dinta J

Re-styling the brand for a new customer.

Damart, a traditional and trusted brand, known for its thermals and outerwear, sought out the creative license of London College of Fashion’s postgraduate Fashion Media and Styling students to re-imagine their brand.

The students were briefed that Damart, a leading home shopping retailer for the 65-year-old plus market, wanted to freshen their image and extend their appeal to the 50 plus woman who perhaps, wasn’t catered to, by other fashion retailers.

Through fashion photography, styling and moving image the students took the brand and completely invigorated it, creating bold, but on-brief, imagery that aimed to shock and delight Damart. MA Fashion Photography students collaborated on the project and the resulting photography and fashion film work is of an international standard.

“We’re delighted to be working with these inspirational students who are looking to be the stylists of tomorrow.”

- John Bottomley, Marketing Director, Damart

“A successful stylist will need to be able to work across a range of markets and audiences and this project will focus the students on styling for a certain age group. We are delighted to be working with Damart and grateful for the company’s support in sharing their research and providing clothing to ensure the students have a ‘live’ styling project to test their skills.” 

- Nilgin Yusuf, Director of Programmes Media and Communication, LCF Graduate School