Modes - Brutalist Baroque

(Purpose) Refine and redefine MODES’ brand and image to strengthen its position as a forward-thinking retailer.

(Vision) Create a fresh representation of Italian fashion with a refined and current aesthetic that pays homage to Italy’s rich decorative history while breaking free of its ornate reputation.

(Actions) Create a new concept for the brand logo through a deep dive into the culture, codes and art scene of Sicily. The tension between baroque and brutalism formed the basis for the whole rebrand. The backdrop for the launch shoot was the Fiumara d’Arte of Sicily, a clean representation of the area’s contemporary art scene, and juxtaposes brutal landscapes and dynamic poses, stripped-back beauty and elaborate fashion.