Daily Lamoda helps million of people to create their look. Today we reinvent our own. The last year of a decade is the right time. So as the first month of spring.
Empathy, consistency, fashion
We wished to create visual system, that would bring consistency to our products and empathy to the tone of voice. New identity elaborates strong points of current. Lamoda no longer is just about fashion — it is fashion.
The heritage angle
Italic la is the brand's heritage, its exaggerated angle — idea's base: la as vocable, exclamation, emotion.
Revisiting the legacy
We revisited classic patterns of textille industry by which fashion designers are inspired sinсe 20th century.
Two racegoers, 1920
Peggy Moffit, 1960s
Alexander Mcqueen, 2009
Color palette is based on the associations with the natural materials. Recurrent color is vitalized Red — energetic, yet calm and gender-neutral.
Remarkable font, ethereal typography
Serif was replaced with modern geometric sans-serif: it is modest, but also remarkable. Typography has become ethereal, with slight italic accents.