Monday, 31 July 2017

Jimmy Choo AW 2017 Invitation

If you were to think of impossibly high heels, a world renowned brand and a celebrity following as long as your arm, I'm sure you would think of Jimmy Choo. Founded in 1996, they are now one of the undisputed kings of footwear for the fashionable woman and more recently man.

This is a very luxurious looking invitation to the launch of the Autumn/Winter 2017 collection in Milan. The 2pp Invitation is 148x148mm, square is made using our Flockage Colours 400gsm in Black.
 
The front of the invitation, is hot foil blocked onto a British Racing Green shade board, but the exceptional effect on the Flockage Black on the reverse.
For those of you which are not familiar with this product, it is a flocked board which feels like a velvety cloth/material to the touch but which remarkably you can actually "flatten" the pile by use of a  "heat de-boss". In this case the Leopard skin pattern is "heat de-bossed" with a superb result.
Flockage is an expensive material, but because of the small quantity used and the fact that only one process is being used on it (and waste is therefore minimal) a luxury, high impact impression can be achieved for a relatively low cost.
 
To give these invitations extra weight (and gravitas), they have been duplexed together with a black board with the total thickness being over 3mm.
Art direction and design is by the 'in house' studio at Jimmy Choo and the designer on the project is Sinnie Chong. All aspects of production, including the duplexing, hot foil blocking and heat debossing of the Flockage was done by Add Creative, a production company based in Hong Kong and they also made the matching envelope. I think both the green board and the black inners were sourced locally in Hong Kong.
 
Posted by Justin Hobson 31..07.2017

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Thanks for your comment! If I like it, I'll add it on. Cheers J