THAKOON

SUBURBIA | LONDON. UK

CONCEPTS + LANGUAGE STRATEGY + COPYWRITING

We live in a world,

Marked by youthful spirit

Where independence, creativity and self-expression reign.

Expectations have evolved.

Challenging what’s accepted – is expected.

Everything and everyone is on the move.

In this world, THAKOON shines.

Unique, inventive, and undyingly creative –

Bringing to life all things unimagined and beautiful

To redefine what feminine sensuality means today

And to give women the freedom

To dress for the life they imagine – Now.

This is the New American Cool.

Fresh. Constant. scarce.

One part urban dream, two parts femme-chic

High on desire, contrast and cool.

THIS IS the new femininity.

WELCOME TO THE NEW THAKOON.

What exactly they want to build is a designer-level brand that employs the drip-feed like cadence of new product that today’s consumer, constantly inundated with information and inspiration, seems to prefer. That means four seasons — sensibly named Spring, Summer, Winter and Fall — with six product drops per season.

— BUSINESSOFFASHION.COM

Fall '16 | THE NEW THAKOON CAMPAIGN

Thakoon Fall 16 campaign still: model in a denim midi skirt and knit on a Soho sidewalk

Thakoon Fall 16 campaign still: model in a tan top and floral wide-leg trousers on a cobbled street

Thakoon Fall 16 campaign still: model in a denim jacket over a white shirtdress on a Soho street

Thakoon Fall 16 campaign still: model in a tiered brown maxi skirt and denim jacket crossing a street

Thakoon Fall 16 campaign still: model in a black coat over a floral dress against a green wall

Thakoon.com page New and Now, with a model in a red plaid coat on a New York street

“The value that we’re selling is really hinged on newness and scarcity.”

— businessoffashion.com

Thakoon.com page Limited quantities, limited time, with a model in a white twist-front shirt

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