时尚街拍网British high street stalwart Warehouse has today announced it will be getting a face lift in time for its 40th birthday next year.
In the first of a raft of new appointments, Alasdhair Willis has been appointed to the board as a brand consultant and will oversee the companys new identity, from digital concepts and branding to new store experiences.Alongside his own successful furniture design business Established & Sons, Willis (who is married to Stella McCartney), will continue to hold the title of creative director at Hunter where he has been ushering the heritage boot brand into next phase of its more fashion-forward life since 2013, introducing new lines and staging a high profile bi-annual catwalk show during London Fashion Week.
Alongside Willis, beloved British fashion designer Emma Cook has signed on as Warehouses new creative director.Cook, who graduated from Central Saint Martins in 1999, debuted her eponymous label at London Fashion Week in September 2001 to widespread acclaim and quickly established Emma Cook as one of the hottest tickets on the schedule.Since 2009 she has elected to show her collections away from the catwalk, and has combined work on her own label with consultancy for other high profile brands.She will present her first full collection for Warehouse in 2016, with her first designs hitting stores next autumn.
“As a British designer Im thrilled to be joining Warehouse at such an amazing time for the brand,” Cook said in a statement today.“Im really looking forward to help establish the brand"s new DNA and to champion a new vision for the British high-street.”
Warehouse opened in 1976 and has been a treasure trove for fashion-loving twenty-somethings ever since.In recent years, however, it has been rather left behind by the global dominance of more powerful rivals including Zara and Topshop, making it ripe for re-invention.
“This is going to be an incredibly exciting journey for Warehouse as we re-launch this iconic British brand, says Willis.“As a creative consultant Im passionate about British brands so when one comes along that I see has the potential and an opportunity to do something inspiring, meaningful and relevant to todays consumer then I get excited…Warehouse has these elements.”
