The Beautiful Meme creates “evocative and sinister” identity for On|Off SS18

Today at 5pm, On|Off will once again host its catwalk showcasing “on calendar” fashion designers alongside new emerging talent with an identity designed by The Beautiful Meme. A collaboration that came about in the early part of 2016 when The Beautiful Meme’s creative director Ben Haworth met On|Off founder Lee Lapthorne, this will be Haworth’s third season in a row as On|Off’s creative director.

On the subject of how the branding for SS18 has continued to evolve their identity, Haworth states: "This season we wanted to embrace the subversive – using deliberately un-detailed figures to hint at the androgynous – wrapped in three bespoke textures to reflect the On|Off designers collections.” This “evocative and almost sinister” visual language is anchored together by the use of popular typeface Gill Sans and a logo that “warps between stylistic principles in a balletic yet contortive fashion.”

On|Off was founded in 2002 as means to celebrate emerging design talent and has been responsible for nurturing many of the fashion world’s big names including Peter Pilotto, Roksanda and JW Anderson. This year’s event will take place at 180 The Strand and will showcase the work of designers Jack Irving, Luke Anthony Rooney and Caplan Entwisle.