Made to Measure SS/15

A close-up look at the MTM logo I designed for the event in silver.

Tailoring event promotion & branding

Brands in Attendance: Berluti, Billionaire, Brioni, Brunello Cucinelli, Canali, Church’s, Corneliani, Deakin & Francis, Dolce & Gabbana, Edward Green, Ermenegildo Zegna, Eton, Etro, Gieves & Hawkes, Gucci, Kiton, Louis Vuitton, Prada, Ralph Lauren, Ralph Lauren Black Label, Stefano Ricci, Tateossian, Tom Ford, Turnbull & Asser, Zilli

Guidebook written by Guy Woodward with guidebook cover photography by Ted Humble-Smith

Made to Measure is a biannual event where tailors from the finest international menswear brands come to Harrods to offer exclusive services and products.

SS/15 continued to look at menswear customisation beyond tailoring and featured a guide, produced alongside the Harrods Publishing team, to aid and advise the customer. In addition I designed a new, cleaner, less tailoring specific identity.

The front of the MTM invitation, dark blue with silver foiled copy. The back of the MTM invitation showing the offerings of the various tailors at the event. The front of the invitation envelope, square to match the invite. The back of the invitation envelope, square to match the invite.

Invitations and Harrods Man

Alongside the Harrods Man magazine team I produced a mini-mag to go in with the event invitation. These were also sent out with copies of Harrods Man itself. The aim was to leave customers feeling confident and knowledgeable before coming to their appointment. The invitation was matched to the blue of the suit on the guide cover with details picked out in silver foil.

An application form for customers to book appointments with tailors. Blue with silver foil to match the campaign. The cover of the mini-mag/guidebook for the event. A photo of a fine blue suit is on the cover and it's designed to resemble the main Harrods Man magazine. A spread from the booklet detailing the anatomy of a suit with illustrations showing lapel styles. A spread from the booklet showing button types, cuff structure and jacket details. A spread from the booklet showing different types of suits for different tyes of occasion. A spread from the booklet showing different ways of wearing a pocket square. A spread from the booklet showing accessories and coats.

Signage and visual merchandising

For the event itself, a suite of signs and cladding were produced for the menswear department in blue and silver to match the invitations. Here you can see a selection alongside some collaboration work with the visual merchandising team.

A blue-suited mannequin stands against a column clad in campaign blue and silver with a matching sign saying Ralph Lauren. Visual merchandising using the MTM campaign assets. The MTM logo at the top of a marble pillar in Harrods menswear department. A silver foil detail at th foot of a pillar in Harrods menswear department.