Laveer is a fashion line specializing in blazers and jackets with an attitude that feels niche because of high touch tailoring, details and design; yet has broad stroke appeal because of a consistent offering of basics that possess an impeccable fit. The brand is meant to be focused and specialized, offering a new interpretation of a classic silhouette. Laveer is an old nautical term meaning to sail against the wind, pointing to the history of blazers, a garment originally worn as a boating jacket. Laveer has an authentic charm and an adventurous spirit.
The Laveer customer is a minimalistic urban bohemian. Fashion savvy and sophisticated, she understands and appreciates the value of investment items, especially a tailored piece which she mixes back to her laid back denim and tees. She is engaged in fashion and mindful when it comes to her personal style. She has distinguished taste and is sexy and confident with an attitude that has electricity, causing her peers to look up to her style. She knows what she likes, yet seeks direction on how to build her wardrobe. She currently lusts over Balmain and Stella McCartney blazers, and gets her basic blazers from DVF and Helmut Lang and her novelty blazers from IRO and Smythe.
For the logo, I am looking for something pretty classic and feminine in feel. I love arrows as a symbol to possibly incorporate...or perhaps a crest? I also think Current Elliot's hang tags are really special- love how it almost looks like a dictionary entry listing the brand, the style, the fabric, how it should be worn, etc. Trying to determine a way to tell the customer what Laveer means in a subtle chic way.
Look & Feel: I used really traditional elements (tweeds, pinstripes, tartan plaid, military crest buttons); making the styles cool and modern by adding leather trims, bright trims, strong shoulders and forward silhouettes. The color pallet is camel, burgundy, navy, deep olive, deep teal, and grey & black of course. The collection has a glamourous military feel.