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Iconic retailer Browns to re-brand

By Don-Alvin Adegeest

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Retail

Fashion emporium Browns has undergone a re-brand under new owners Farfetch. The 47-year-old business was bought in May 2015 and is no longer under the creative direction of the Burstein family.

New CEO Holli Rogers, formerly of Net-a-Porter, is driving the company into the digital age, but without forsaking the boutique's heritage. Browns was the first multi-brand store in London to introduce contemporary fashion where many designers like John Galliano, Giorgio Armani and Alaia all debuted their collections at Browns.

Rogers stated: ‘Browns has an incredible heritage and DNA, one of my key priorities has been ensuring that remains second to none.’

According to Wallpaper, the 'perfectly traditional, but disruptive' redesign of the Browns logo was spearheaded by creative studio Spring, which saw the logo changed for the first time since the 70s. Its website was designed by Jennie Clark, also from Spring. Her remit was a full rebrand of its online design, including a new responsive ecommerce platform as part of the Farfetched platform. Rogers wanted the aesthetic to reflect Browns’ ‘heritage of championing and supporting talent.’

The new logo and website can now be seen at www.brownsfashion.com. Other mediums including in-store signage, stationary, carrier bags and gift boxes have also been rebranded.

Photo credit: Jennie Clark design

Browns
Farfetch