"Innerself "
The sub-brand of French Connection will be named as ‘Innerself ’, which links to the core of the brand: Idiosyncratic, individual, adventurous and young; summoning the person who was forced to hide inside their deepest self and allowing the brand lead to their true soul. Innerself inspire and encourage freedom by breaking people free from the society’s standards using garments that are classic but quirky, chic and daring.
Store Mockup: The store of Innerself will focus on giving a unique experience for consumers with the concept of “stepping into a different world, find the Innerself ”. Taking inspiration from the store of Gentle Monster, the decoration of Innerself will be quirky and beyond expectations. The concept of the store encourages people to forget about their gender, forgets about the expectation of the society by creating a unique environment and instagrammable in-store for consumers. This is what makes the brand to stand out from the crowd.