Drawing inspiration from its San Francisco roots, the 55-year-old brand is reimagining every detail of its product design, branding and creative direction.
“With this relaunch, ESPRIT has the opportunity to give back to customers what initially won them over to the brand: the quality of its fabrics, a clear aesthetic world, a recognisable design and the fun character of its communication, which is part of the spirit of our brand”, says William Pak, CEO of ESPRIT.
The Fall 2023 campaign and collection, which officially launches in September, demonstrates ESPRIT’s new positioning. Evoking the brand’s sense of optimism, this fall’s collection explores 3 brand pillars: playful, modern, and cool, through the lens of various creatives celebrating self-expression in New York City. The campaign captures the freedom, diversity and endless opportunities that New York has to offer, bringing ESPRIT’s universe of fun and joy to the Big Apple.
The collection mixes iconic and seasonal garments, perfect for layering, made from fabrics such as technical poplin, washed cotton, corduroy and premium wool. Key women’s garments include jumpers, casual suits, long down jackets and functional garments for the colder months. The men’s collection includes jackets and blazers, corduroy suits, coats made from recycled materials, baggy trousers and rugby-inspired polo shirts.
For autumn, ESPRIT presents eight garments that represent the spirit of the brand each season as key products. These pieces, which include parkas, suits, tracksuits, skirts, knit jumpers, jeans and bags, form the foundation of each collection and ESPRIT’s reinterpretation of current trends through its “fun, modern and fresh” lens.
This campaign marks a new era for ESPRIT. To bring this new vision to life, ESPRIT has created a new identity and an elevated, aspirational positioning. The autumn collection has been designed for ease of movement and feel-good factor, breaking with the old rules of design and fashion in its versatility and ease of wear, whatever the context.
