London Fog

London Fog had strong brand recognition, but after losing relevance through the '80s and '90s, it needed a complete image overhaul. The goal: elevate it from mass-market outerwear to a true fashion brand, competing with the likes of Louis Vuitton and Gucci. I joined a new leadership team assembled to transform the brand from the ground up.

Designed at Hothouse Brand Group
London Fog Showroom

REBUILDING THE BRAND

We spent a year reinventing London Fog from its historic roots. By collaborating closely with fashion designers and marketers, we built a visual identity that balanced heritage with high fashion—refocusing the brand on timeless outerwear dating back to the early 1900s.

London Fog Illustrations
London Fog Jacket and Identity
London Fog Hardware

DESIGN SYSTEMS

From packaging to labels, every brand element was rethought. A sleek, monochromatic blue identity inspired by Yves Klein brought modern energy without distracting from the garments. A new collage-style illustration system, led by Creative Director James Thomas, added a distinctive voice across touchpoints.

London Fog Label
London Fog Collections
London Fog Collections
London Fog Collections
London Fog Collections
London Fog Collections
London Fog Collections
London Fog Large Spreads
London Fog Hardware
London Fog Screens
London Fog Invite

London Fog was repositioned as a premium fashion brand in under a year.

London Fog Invite illustrations
London Fog Invite illustrations

LAUNCHING ONLINE

To support the relaunch, we designed an elegant e-commerce website that showcased the collection in detail. Technical illustrations highlighted craftsmanship, while editorial-style photography captured the mood and luxury of the new London Fog.

London Fog Website

  • Designed at

    Hothouse Brands, NYC

  • Creatives

    Head of Brand Design: Viresh Chopra

  • Website Development

    M Interactive, NYC

  • Fashion Illustrations

    James Thomas

  • Art Direction Assistance

    Lloyd + (Co), NYC

  • Fashion + Production

    NYC In-house teams

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