Sonneti S/S ’07
“Their creative consideration at all levels of the brand, has remained consistent and sharp in line with the objectives of the brand, and it has enabled us to ‘let go’ as a brand, and trust in their management of our visual image.”
George Rashbrook, Managing Director, Sonneti
“Honesty” – the very word won the pitch. When Sonneti asked agencies for their thoughts on reinvigorating the 25 year-old fashion brand, Fibre won with its straight-talking approach. Market research said the label was unoriginal with contrived studio photography that didn’t relate to its audience. The solution? Dispense with the pretty boys, street-cast models and shoot everything on locations that would appeal to young suburban guys. And, instead of wasting money on endless model shots, Fibre focused on key outfits targeted at specific stores while the remainder were shot as still lifes in the same scenes.
Fibre saved Sonneti enough money to print a free in-store newspaper that featured the new direction. Then, they were signed up for another three seasons.
2007Art DirectionSonnetiWebsite