Soul Cal Ladieswear
Women’s Wear Soul Cal Project
A lifestyle range consisting of women’s multi product casual wear, tied together with a concise branding pack.
Soul Cal is a brand owned by Republic, a UK high-street retailer, this is a project I was asked to work on for them. It was great fun pulling together this women’s casual wear range, with unstructured soft silhouettes, such as over-sized slouch tees, scoop neck tees, tapered jogs, semi-fitted zip through hoodies, extended placket henley’s simple vests, and some denim pieces including a simple denim skirt and straight leg jeans, working with fabrics such as jersey, knit, denim and woven’s to create a really tight capsule collection that is both very wearable and commercial.
Being a renowned brand it is always important to ensure the handwriting of the project reflects the brands identity as not to confuse the consumer and keeping the ranges consistent.
The colour palette for this women’s wear casual collection has been kept feminine with a strong fuchsia, bright orange sat back with nudes, greys and creams and a deep red and dark charcoal contrast making it a really workable palette something to really have fun with, especially on graphics and checks getting those contrast colour levels across in the range.
A project such as this does not necessarily follow conventional trends the shapes I have used are quite simple yet have a feminine and slight fashion forward look to them but overall really quite simple styling, making the colour, branding pack and fabric pull the range together. I would say another lifestyle brand that does this look so well and appealing to the same age range customer would be Jack Wills, of course Jack Wills brand identity is all about English Heritage this is very obvious to their consumer and has such a strong following.