Branding Fashion Bad Boys

Fashion icon Kevork’s Guilty Brotherhood quickly established itself as an industry bad boy, pushing boundaries with edgy, street-inspired styles for Paris and New York runways. To represent this sensibility online required pairing drama with practicality – fashion may appear all glamour, but behind-the-scenes hard work and relationship building often sew success together.

The Guilty Brotherhood digital brand delivers the furtive glimpses and jagged styling that convinces viewers "Guilty Is The New Black."

The core website features dramatically sized imagery that scales to user needs, easy access to each season's ‘look book,’ and a series of unexpected surprises for users to discover. It extends fashion to a graphic and user experience standard and to the brand's first forays into social media.

"I am so happy about the new website. You did a great job. I'm proud now to tell to everybody to go check Guilty Brotherhood online. You found the right way to express the vision of our brand, which was very difficult."

Kevork Kiledjian, Founder, Guilty Brotherhood