THE FASHION BRANDING AGENCY
SUM is a London-based branding agency working with globally recognised fashion houses and emerging labels.
From strategy and positioning to visual identity, packaging, and digital presence, we help build brands that resonate - visually, culturally, and commercially.
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Our experience spans fashion, cosmetics, jewellery, and lifestyle, with clients including Jimmy Choo, Allsaints, La Perla and Victoria Beckham.
Whether launching a new brand or evolving an existing one, we act as long-term partners - guiding teams through every stage of brand development and growth.
WHAT MAKES A FASHION BRAND WORK
Fashion brands need more than relevance - they need coherence. The strongest brands, particularly in the luxury space, are those with a clear point of view, expressed consistently across identity, content, and experience. We help define that foundation - building systems that flex with seasons, scale with ambition, and resonate beyond trend.
STRATEGY-LED, DETAIL-DRIVEN
We work across the foundations of fashion brand development:
• Brand Strategy – positioning, narrative, architecture
• Naming – brand and collection naming systems
• Visual Identity – logotypes, motifs, typographic systems, colour and pattern
• Application – digital strategy, ecommerce design and build, social rollout, email design, campaign guidelines
Every output is tailored. What holds it together is precision - in language, layout, and detail.
WORK THAT SPEAKS FOR ITSELF
PARTNERS IN FASHION BRANDING
FREQUENTLY ASKED QUESTIONS
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A fashion branding agency helps define and express a brand’s identity - from strategic foundations to naming, visual systems, and digital presence. The work connects creativity and commerce, but always begins with the brand itself: what it stands for, how it speaks, and where it lives.
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Fashion branding requires a different lens. It is not just about aesthetics - it is about cultural context, emotional depth, and building a system that holds together over time. Many agencies miss this. Fashion brands, whether fast or slow, need clarity, not just creativity - a framework that can adapt, evolve, and remain unmistakable across every channel.
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Every project is different - but often includes brand strategy, naming, visual identity, digital guidelines, ecommerce design, and campaign assets. The outcome is a system built to last - visually, verbally, and commercially.
INSIGHTS
