When you think of high-end fashion does typeography spring to mind? Patterns and monograms are de rigueur in fashion branding yet type is rarely used to augment a brands presence and reenforce it’s identity. Brian Alexander at SLAMXHYPE recently did a nice job of distilling down the typographic use of fashion brands but how often do you see these typefaces gracing a garment? This is where Burberry has taken a new tack, introducing a beautiful new script which graces their Spring/Summer 2015 menswear collection.
Emblazoned with script in all forms they’ve made jackets and bags, scarves and portfolios. The Daily Mail states “the collection, entitled ‘Book Covers & Bruce Chatwin’ featured original illustrations and typographic prints that take their creative lead from vintage English book covers,” while the Telegraph specifically states that it was a “weathered Bruce Chatwin first edition” which provided the inspiration. Christopher Bailey, Burberry’s Chief Creative and CEO, is well known as a book lover, so the stories certainly fit.
For me the collection feels like a bold experiment which uses this lovely script as a visual element, but also as a brand element. The exaggerated scale of the type abstracts it just enough. It piques your interest just slightly but doesn’t detract from the garments and accessories. I’m curious to see if other brands pick up on this trend in their next collections or if this is simply a summer fling with typography. Even so, I applaud Mr. Bailey for bringing a bit of the graphic design world into his fashion design world.