23 Sep '11, 11pm

Smells like renewed spirit

AS A kid growing up in the '80s and early '90s, I remember the lime green Esprit paper bag. It was among the hippest ones to tote about town. While Esprit was by no means a luxury brand, it had a cool cache and the brand always had fresh-faced models in its breezy ad campaigns. Fast forward to present day, London, just hours before the launch of the Esprit's second limited edition collection. The brand is looking back to its past in a reboot of its new creative direction. It sent a buzz through the fashion industry last October when Jan Nord and Jorgen Andersson joined as brand and new business creative director, and brand and new business director, respectively. The duo bring impressive credentials over: They were the creative brains behind clothing behemoth H&M and spearheaded the brand's immensely profitable and covetous designer collaborations beginning with Karl Lager...

Full article: http://www.todayonline.com/Style/EDC110924-0000230/Smells...

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