Tuesday, 17 October 2017

Farah Menswear A/W 2017

The Farah brand is an iconic, global clothing brand. The company was founded in the 1920s in Texas  by Mansour Farah and his wife as a shirt making business.  Quickly gaining a reputation for producing quality garments, they expanded into making other items of clothing including overalls, trousers and other general workwear including uniforms for the military. By the 1970's Farah became the biggest selling trouser brand in the UK.
A new visual brand identity has been created by Ric Bell at London agency POST- and this is the new look-book for the Autumn Winter 2017 collection
The 24pp catalogue is 300x232mm, portrait and is saddle stitched.

The 4pp cover is on Omnia 280gsm and 20pp text on Omnia 150gsm.
Omnia was chosen because it would work with the rich detail that is present in the images but that would still give a natural look and tactile feel. As you can see from images, some of the photography is quite dark, but there is no loss of detail, which is what can often happen printing on an uncoated paper.
Click on images to enlarge
The solid colours are rich and the fleshtones look superb!
Image showing the detail and skintone reproduction on the Omnia:
Click on images to enlarge
A really nice touch is the use of the brass (gold colour) wire for the saddle stitching.
Design is by POST-  and the creative director is Ric Bell. Photography is by Mattias Björklund, styling by Atip Wananuruks, grooming by Joe Mills.

Printing is by Identity, based in Paddock Wood, Kent and they have made a superb job of it - colour reproduction and solids are superb.

Posted by Justin Hobson 17.10.2017

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