Picking a brand for brief 6: Esthé

When I first looked at the website the first thing that struck me was the identity of the brand. It was obvious that the brand was based around its apparent aesthetics. When I looked more into the idea of the brand it became one of those "don't judge a book by its cover" moments. I discovered that the brand care for those who worked for the brand and the consumers who purchased from there. It had a clear and thought-out process in which you could feel comfortable purchasing from the brand.

The brand is all about the sustainable Gen Z/ millennial consumer. These types of people are perceived as those who care for the planet but also care for the way they look. When I saw the clothing in the collection, most of it showed the aesthetic seen on a London College of Fashion student. The main reason for this being how each person there dresses not caring for the trends but caring to show themselves through their clothing. I can also feel this is important to the brand as well.

When I see this brand I see them communicating that they want to change the identity of sustainable fashion. Brands like free people give it this "hippy" and "boho" aesthetic whereas Esthé wants it to fit the new young and fresh generations. The brand says that it has "young creatives" to create a new silhouette for the brand. Products like the sheer jumper are clear indicators in this idea of contemporary street style.