Patrick will discuss his accidental entrepreneurship and the importance of creativity in business. He stresses the importance of doing one simple thing well, paring down your brand and listening to the needs of the customer. It doesn’t matter if it’s engineering or fashion: it’s about making the product amazing.
An engineer by trade and with no fashion experience, Patrick bought Norton while studying for an MBA; a centuries-old business with shambolic branding and variety of different products, it stood for nothing. Patrick abandoned the sidelines in guns and sporting tours, hired a new, core staff and focused again on doing a simple thing well, making beautiful suits.
Norton continues to make only 300 bespoke suits each year, and Patrick has since founded a ready-to-wear line and produced a collection for Debenhams. The ready-to-wear line, E. Tautz, is stocked in ten countries and won Patrick a British Fashion Award. He has since collaborated with fashion giants such as Alexander McQueen and Christopher Kane, and brands such as Chivas Regal
https://www.youtube.com/watch?v=br_7s714xbM
I started this brief by gathering relevant imagery:
I really liked the idea of focusing on the clothing within the imagery, with bright colours being used. I experimented with this idea:
I liked the use of colour but felt that the layout needed changing.
I was happy with these outcomes, using imagery and colour as the basis with text being printed over the top. This idea came from the E. Tautz website, but I also liked the idea of having some black and white imagery in there to express the rich history of both Norton & Sons and E. Tautz. I combined both of these to create my final posters:
Photographs of the event:
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