Marlies Dekkers ‘11

Brand Evolution

Team Lead & Art Direction (at Marlies Dekkers Studio)

As Marlies Dekkers blossomed into a global fashion powerhouse, it was time to embark on a fresh journey of brand repositioning and portfolio redesign. A decade since its inception, the brand has flourished, prompting a strategic review of its offerings.

Portfolio Evolution
The first step involved the bifurcation of the former lingerie label, 'Marlies Dekkers Undressed’, into two distinct entities: ‘Marlies Dekkers’, showcasing two new collections of lingerie and swimwear every year, and ‘Undressed by Marlies Dekkers’, keeping the iconic past collections alive and appealing a younger audience.

Twice a year a new collection identity
The designer label ‘Marlies Dekkers’ unveils two collections annually, each brimming with innovative designs and captivating themes. Maintaining its high-end status, the brand's core identity remains intact but undergoes thematic transformations with each collection. Enhanced logos, vibrant hues, and bespoke typography seamlessly integrate with each theme, infusing a fresh aesthetic into every iteration.

Luxurious packaging, premium materials, both in print and digital magazines, and a host of other offerings elevate the brand's prestige.

Each collection boasts a distinct look and feel, drawing inspiration from diverse sources like The Muse, The Far East, Cool Scandinavia, and Africa. Despite the diverse themes, a robust grid and workflow ensure consistency and coherence across all brand touchpoints.

Art Direction
As team lead and art director at MD Communication & Design, my role involved conceptualizing ideas, while our in-house design team brought these concepts to life. The result? A myriad of materials, including lookbooks, retail environments, webshops, magazines, and packaging, all contributing to the brand's immersive and enchanting world.

marliesdekkers.com

Created at Marlies Dekkers
Designs by Yvo de Ruiter & MD Studio
Photography copyrights Marlies Dekkers