FABRIC OF
SOCIETY

Where luxury meets the street

STRATEGY, NAMING, BRANDING, PACKAGING, BRANDED CONTENT, MARKETING & WEB DESIGN

SUM has been involved in every aspect of the branding and marketing of Fabric of Society, a new home for emerging international fashion brands targeted at upscale Gen-Z consumers.

The brand, aka FoS, celebrates the most exciting streetwear-influenced labels with an easy-to-wear, understated aesthetic.

The creative process began with Brand Strategy, with an ambition to connect the luxury fashion space with a more relaxed sense of styling from up-and-coming brands and designers. While NAP, FarFetch, and MyTheresa cater brilliantly when our younger audience is looking for major brands, exciting emerging labels are much harder for them to find and buy. They are also looking for a luxury look that’s become a lot more relaxed and informal.

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With its eclectic, tightly-curated collection of designers and brands, editorial content is a central element of the FoS brand and provides them with a new level of exposure to its valuable consumer base. Stories focus on unique artisan designers and next-gen labels who aren't afraid to do things differently. From creating collections entirely from deadstock materials, to fusing ancient crafting technique with modern and cutting-edge fabric technology, FoS is on the look-out for all that’s new in relaxed luxury fashion.

The FoS name, and the Visual Identity work capture the spirit of the brand’s fashion-forward and socially-aware positioning, in a way that is acutely tuned to its Gen-Z audience.

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The website is a destination that provides brands with a platform to share their creativity far and wide, and customers an unrivalled experience to access the best hard-to-find pieces. SUM has been responsible for all of the content on the site and has creatively directed all of the shoots.

The editorial approach has also become an ideal source of content for Social.

In 2022 Fabric of Society has been launched successfully into GCC countries, with an aspiration to become a luxury fashion alternative across additional global markets.

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