Apt Collections is a multi-branded womenswear fashion agency based in the heart of the historical fashion district in the centre of London. The company is led by Nigel and Claudia Hughes with a large team of well established, dedicated professionals to assist them.
Apt Collections was founded in 1987 and has developed into an established fashion marketing agency with customers all over the UK, Eire & the Channel Islands. The company represents a number of leading fashion labels. The portfolio of brands represented by Apt Collections is always evolving but includes or has included: Alexis, Claudia Sträter, Easy Comfort, Gelco, Linea Raffaelli, Passport, Tom Bowker and Zaffiri Selection.
Brand Inventions was engaged to remodel Apt’s visual identity in 2008 which resulted in a new logotype, business cards, stationery, hangtags and signage. The design, (a plum & lilac colour scheme with a paisley print), is decorative to an extent, but is quietly understated at the same time. The choice of a minimalistic Sans Serif font helps establish a neutral platform and it is this neutrality, an acquiescence to the company’s role, which ensures that it is the fashions that the agency show that shout the loudest and not the agency itself. The new identity runs through each element of the company’s marketing collateral including the website which was designed by Brand Inventions in 2009.