Like all arts, fashion has a history, and every era contributes its share of creative flow. What I am concerned about here is how to make the most of brand image. How a fashion brand can look smartly updated in a modified natural sort of way. Effortlessly right. The art of developing image, of presenting an appearance of elegance and taste to the eye of the beholder, of being appropriately designed for our time, can be summed up quite simply; Control your design, don't let your design control you!

We've seen some fairly unbelievable logos in recent years, variously transformed by the technology revolution. But on sober reflection, I can't honestly say that I either regret or deplore three decades that brought so much excitement and fresh thinking to fashion and brands overall. It was indeed long overdue, in my estimation and menswear needed to be thoroughly shaken out of their stodgy, unimanginative ways of dressing. If, in the course of this revolution, things go a little out of hand here and there, well- revolutions were ever thus!

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