Ninety Percent at Harrods

Ninety Percent are a fashion brand making everyday pieces with a twist. Made with care for people and the planet. Their clothes are responsibly produced and 90% of their profits are shared with charity. In Summer 2023, the brand hosted a pop-up at the London department store Harrods. On the occasion, we designed and oversaw the production of a hardback book archiving the latest from Ninety, which was available for visitors to view as a centrepiece of the pop-up.

• Read more

  The publication documents the brand’s ethos and design values, situating the clothing alongside their inspiration and muses. Daniel Archer’s photography is front and centre, at moments besides snapshots of Creative Director Elliot Atkinson’s corresponding artistic inspiration and muses. The one-of-a-kind edition was created with a luxe linen cover, and uncoated Mohawk Superfine Eggshell paper stock.

CREATIVE DIRECTION

Elliot Atkinson

CAMPAIGN PHOTOGRAPHY

Daniel Archer

DESIGN LEAD

Emma Hursey

NINETY PERCENT TEAM

Hayley Stanton, Morgane Nyfeler, Lauren Ashdown, Markos Ioannides, Nicole Tseng, Lizzie Fidler, Zannatun Nayeem, Nabil Al-Jannati

COPYEDITING

Zoe Whitfield, Emma Hursey

PRINT PRODUCTION

Peter at Park Communications

POP-UP PRODUCTION

Think19

PAPER

Mohawk Superfine Eggshell

TYPEFACES

Silvana by Siri Lee Lindskrog, Intervogue

2023