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.

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.

WORK THAT SPEAKS FOR ITSELF

Sabyasachi

Digital branding, storytelling, and website design for India’s leading fashion house – transforming artisanal heritage and maximalist design into a global expression of modern luxury.

A model in a pleated white skirt holding a large structured tote with rolled handles.

Victoria Beckham

Brand strategy, identity, and creative direction for a global fashion brand translating celebrity influence into a modern language of luxury.

The AllSaints shopfront at night, its window filled with rows of lit vintage sewing machines.

AllSaints

Brand strategy, branding, visual identity, packaging, creative direction, and digital design for a London fashion brand blending music, culture, and attitude into a globally recognised identity.

PARTNERS IN FASHION BRANDING

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 - ecommerce design and build, campaign guidelines

Every output is tailored. What holds it together is precision - in language, layout, and detail.

FREQUENTLY ASKED QUESTIONS

Explore our specialist services for luxury brands:

Starting a New Project?

Tell us more