Percival Menswear | Subverting The Classics (Concept)

A studio concept built around Percival Menswear, the London label with a talent for subverting the classics. The brief we set ourselves: a small, exclusive mailer for VIP customers — the kind of thing that arrives unannounced and doesn't get thrown away.

The set includes a postcard, a look-book snippet and a fold-out poster, each channelling Percival's playful-but-polished ethos. Familiar menswear codes, tilted a few degrees off centre: classic layouts interrupted by unexpected crops, traditional type given room to misbehave.

Every piece was designed for the hand, not the feed — weights, folds and finishes considered as carefully as the layouts. Direct mail done properly is the most intimate channel a fashion brand has, and this set was built to prove it.