fred perry x beams.

Fred Perry and BEAMS have collaborated once again in their latest collection for Spring 2020. The collaboration items will be available in over 80 countries, including Fred Perry flagship stores and selected stores worldwide.

 

CHALLENGE

 

The concept and proposal were to showcase the global capsule collection for the first time. 

 

SOLUTION

 

The concept proposal calls upon some of the brand’s key trademarks, from BEAMS association with the streets of the Harajuku district in Tokyo to Fred Perry’s extensive history with the tennis legend and Wimbledon winner himself, Fred Perry.

FEATURE

 

​The ceiling feature was inspired by the tennis court colours (blue, orange, and green) and the material would consist of the netting that separates greatness – as a result, a sea of hung braided net cords would be suspended from the heavens to frame the catwalk below. 

IDENTITY

 

The overall application has a take on the logo repetition as seen in the latest collection, as well as Japanese culture and art in the form of a fashion-forward fly-poster application. A collage of the two brand’s history in a snapshot.