House of Demi-Couture
Siman was looking to evolve their brand expression and find a solution to attract a younger generation who understands global fashion and lifestyle trends.
FRCH approached the concept as an opportunity to build upon a fashion aesthetic that merges structure with embellishment, a "quasi-high/low" fashion expression coined in the 21st century as "demi-couture." FRCH clarified Siman's brand position in the modern marketplace to emphasize the intersection of pop-culture and affordable luxury, where modern fashion follows a new generational expectation and where brands lead consumers through an experience. The design concept, "House of Demi-Couture," reflects an aesthetic direction that provides stability to the fundamentals of couture, with architecture layers that give the experience the freedom and fun that fashion deserves, without restricting flow or movement.