Helen Anthony At London Fashion Week: Building An Electrifying Brand

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As the global fashion spotlight turns to the British Fashion Council and London Fashion Week, my bet's on Helen Anthony standing out from the crowd. Known for its electrifying display of creativity and innovation, Helen Anthony's pumped-up fall 2024 fashion show at London Fashion Week set a new benchmark for brand-building.

So what lessons does the show offer fashion brands and others alike on how to captivate and engage modern audiences?

Founded in 2015 by tailor and designer extraordinaire Mr. Naeem Anthony, the Helen Anthony brand DNA is a disruptive fusion of contemporary style and classic tailoring. Not to mention it's inclusive ethos of genderless clothes that continues to push boundaries through fashion. Interestingly, the brand name itself is a portmanteau of Mr. Naeem Anthony's surname and the first name of his great grandmother, Helen Thomas - the first to champion Mr. Anthony's fine tailoring talents.

While the British Fashion Council is well versed in style and silhouettes for it's famous fashion week and other industry events, Helen Anthony demonstrates to leaders, marketers and creative communities everywhere that our language must also lie in the mastery of sensory branding - an advanced way to brand that engages all five senses to create more meaningful connections with audiences.

Secondly, the show maximized the power of sound to shape the audience's experience. What's new? I hear you say. While music is often used throughout the London Fashion Week festival, I distinctly remember entering the historical looking Kimpton Hotel venue, and being immersed in energetic dance music, creating a stark contrast to the environment and heightening the sense of anticipation and excitement. It was unique and disruptive, even for the fashion scene. Interestingly, a recent study by Kantar shows that brands with strong brand assets are leading the way. Notably, sound assets boost brand strength by 76% and increase advertising effectiveness by 138%. By incorporating sound and music, brands evoke positive emotions and memories, helping them achieve instant recall among their target audience at multiple points along the audience journey.

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