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Lumei London

We met Lumei London at London Fashion week and discovered a team making fantastic products. However, their mission needed clarity. We developed a strategy, positioning Lumei as a uniform for city dwelling youth tribes, who aspire to explore the great outdoors, but in actual fact, might only make it as far as London Fields. The SS17 collection saw us create a new identity and art direction, inspired by the bold, urban architecture of the Art Deco period and the ethereal beauty in nature.

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