Brief: This project consisted of writing brand overviews for each fashion label’s landing page on the popular online fashion store, aboutyou.

The text had to give a good overview of the product portfolio as a whole, how to wear the brand and some brand history. Keywords and opportunities for internal linking to the subpages categories were required.

Ted Baker: no ordinary designer label

Ted Baker has dominated the high end of the high street for decades with its smart, elegant and distinctive styles. Known for its wedding-guest ready outfits, appealing workwear and accessories, this quintessentially British label has become a well-established and timeless luxury brand. Expect to find original prints, strong usage of pattern and colour, elegant designs and flattering silhouettes. Ted Baker attracts style-conscious men and women: With their high-quality staples and the company's ventures into lines such as soft furnishings and stationery, their customers have a multitude of ways to introduce this label into their lives. As the brand continues to grow and move with the demands of a changing industry, and they have introduced a sustainable fashion range using recycled materials to create a range of men's suits. With their finger constantly on the fashion pulse, they've been able to cement their place in the industry by constantly evolving, yet keeping their focus on premium quality and fun-loving fashion.

The finer details

The brand's story began in Scotland in 1988, as a menswear shirt specialist setting up a home in Glasgow. Instead of naming the company after himself, the founder, Ray Kelvin, decided to create a persona, and describes the label's name as his 'alter ego'. Their esteemed reputation grew and so did the brand, quickly gaining presence in other cities like Manchester, Sheffield and Cambridge. By the 90s, the brand had ventured into London's Covent Garden and a new line was born: Ted Baker for women. The brand has successfully expanded into areas such as homeware, shoes, cosmetics, lingerie and jewellery. Their success continues to skyrocket, and today, with 490 stores and concessions worldwide, they are one of the fastest-growing and leading luxury lifestyle brands in the UK.

Bringing Ted Baker from the online store directly into your wardrobe

Introduce this coveted fashion label into your wardrobe and you'll gain exceptional pieces that you can trust will last for years to come. With its beginnings as a shirt specialist, tailoring has remained strong throughout their history so it would be advantageous to try one of their stylish suits. This fun-loving brand also loves its quirky prints and you'll find them running through their ranges of dresses and skirts; picking just one of these unique pieces would certainly increase your style credentials. Given that their range of more formal wear works well at a wedding or special event, this brand is a great option should you be searching for something extraordinary to wear. With outerwear being something they're well known for, a statement coat could be a worthwhile investment. The right coat can upgrade your entire look, leaving you looking polished and chic. Step into style by adding in some elegant booties and a bold coloured scarf for extra style flair. There are so many ways to incorporate this brand into your day that it's easy to discover why Ted Baker is timeless!

Fabienne Chapot: the eponymous label

Fabienne Chapot is a Dutch fashion brand who create ultra-feminine, colourful womenswear, footwear, and accessories. This Amsterdam-based label finds the fun in fashion, so expect to see surprising prints, vivid colour options and contemporary shapes with an eclectic edge. Fabienne Chapot loves to introduce playful, easy-to-wear pieces into their lines and encourages women to be daring with their style. The label’s collections are always in high demand; consistently popular with editors and stylists, they have cemented their name as an IT-girl brand and created such a buzz that when they released their iconic lobster-print shirt, it immediately sold out. They attract women who like to dress a little bolder and a little quirkier; they find pure joy in dressing up yet value the artistry in fashion. Their designers proudly produce their unique prints by hand and not by computer, giving each collection an exclusive, bespoke feel.

Dutch Fashion with a Balinese influence

Fabienne began her company as an accessory label in 2006 originally named FAB. She found her inspiration in Bali, falling in love with the colourful prints and inventive patterns. The accessory world was rather bland at the time, so Fabienne focused on bringing rich colour to the market. This quickly caught the attention of style-hunters and encouraged Fabienne to press forward with her dream of starting a clothing collection. In 2016, Fabienne decided to introduce her ready to wear line and rebranded to become the eponymous Fabienne Chapot. This independent brand started with a small staff of 9, which then grew into a passionate team of 45 within three years. Continuing to grow, the label has expanded into a further 1000 points of sale across the globe, owns a successful online shop, and a number of boutiques in Holland. The brand releases two collections per year, and its headquarters remain in Amsterdam.

Wearing Fabienne Chapot

This sought-after label is here to brighten up your wardrobe, adding pops of colour and clashing patterns into your everyday style. The collection of accessories would be a great way to start wearing the label – their statement bags, in particular, make a great addition to any outfit. If you tend to choose neutral palettes and want to branch out, this label encourages you to break away from your safe-zone and try a quirky print. Although they’re known for their print dresses, their blouses & tunics are just as revered. Try teaming with booties to give a feminine aesthetic and blazers for a smart-but-cool office vibe. If you prefer casual, go for T-shirts and jeans; wear high heels for date night or sneakers, jumpers & knitwear for weekend chic. Top it all off with some stylish outerwear. Their signature feminine tailoring also shines through in their coats and would be an appealing addition to any look. Whatever you choose from this playful, colourful brand, Fabienne Chapot will make you feel stylish, feminine and full of joy.

ALDO: An international leader in fashionable footwear

ALDO are a Canada-based footwear brand that produces fashionable shoes and accessories for women and men. Created with high-quality craftsmanship, this global footwear giant is known for its bold fashion sense and ability to bring cutting edge trends to the market every season. You’ll find an extensive choice of must-have footwear, this season's stylish bags & backpacks and affordable, chic accessories. Popular with celebrity clients, this label can keep up with luxury designer brands; their stilettos have been seen on Oscar winner Lupita Nyong’o, Taylor Swift was photographed clutching one of their leather bags, and even the Duchess of Cambridge, Kate Middleton, was spotted in a pair of their nude heels at a royal event. This label has a large social media presence which encourages its fans to post their own looks using searchable hashtags, keeping their name hot across social media channels. ALDO stays in demand with exciting collaborations, such as their MX sneaker range where they teamed up with young urban artists to decorate plain sneakers with signature works of art, and a Disney collaboration which featured an iconic take on Cinderella’s Glass Slipper.

The creation of a global shoe empire

Young Aldo Bensadoun was the son of a shoe merchant and grandson of a cobbler, so knowledge of footwear is in his genes. His dream to start his own company became a reality when he opened up a small concession in 1978, within a fashion retail store in Montreal, Canada. The brand soon grew out of concessions and into their own stores by the late 80s, expanding across Canada and quickly beginning to dominate the globe with their expertly crafted footwear. By the company's 40th anniversary in 2012, the ALDO group was in over 3000 stores in over 100 countries. Their continued success is due, in no small part, to their quick turnaround of new products. This brand can design, produce and deliver new pieces within a matter of weeks, ensuring they stay on top of trends and remain a real challenge their competitors. Impressively, they became climate-neutral in 2018 and are the only footwear brand to achieve this important accolade to date. This strong set of values and social responsibility have remained a high priority for Bensadoun from the outset, and he remains the owner of the company to this day.

Bringing ALDO home – from online store to your doorstep

You can rely on this trendsetting brand to up your game and enhance your look with their eye-catching pieces. They believe their fashion-forward footwear can help inspire and encourage their customers to build upon their own personal style, starting with their shoes. This brand is great at occasion footwear, so whether you’re in the market for booties, chic flats or summer sandals to complete your outfit, dressing up has never been easier. Although their hero product is their shoes, don’t overlook their leather bags, statement sunglasses and cool hats & caps which are also worthy of your wardrobe. With so many new styles dropping on a regular basis, you’re sure to find your next fashion fix with ALDO.

Pepe Jeans: a denim icon with London roots

Pepe Jeans are a true denim pioneer. They are one of a handful of iconic brands whose jeans have become a staple item in wardrobes across the globe, crossed generations, and remain an in-demand label after 50 years in the industry. They create fresh, contemporary looks in denim and casualwear, and have done so since the start of their company in the 1970s. With their popularity continuing to rise, it's not just denim and jeans they're known for. This brand has a modern line of womenswear, menswear, a children's line, shoes and accessories. Expect fresh, urban and youthful designs, on-trend colours and effortlessly cool, throw-on looks. Their durable, modern outfits will see you through each season, and with the brand's quick turnaround of designs following the prestigious runway shows, you'll be consistently on-trend at an affordable price point.

The birth of denim royalty

Pepe Jeans London began its story in 1973, founded by three brothers who ran a weekend stall at the famous fashion melting pot of Portobello Road, London. The success of their stall grew thanks to the quality of their jeans, and this resulted in the team expanding into a shop at another world-renowned fashion hot spot, Carnaby Street. This flagship store still exists today, and the brands reach headed into Europe in the 1980s. Today, the brand holds over 440 stores globally and has become one of the leading denim labels across the world. Though it's headquarters are in Sant Feliu de Llobregat, Spain, the company has honoured its British heritage by working with brand ambassadors such as London IT girls Cara Delevingne and Georgia May Jagger, and British pop star Dua Lipa. With its reinvention of their jeans in many cuts and styles alongside a growing collection of shirts, dresses and outerwear, this brand commands a large, young demographic and will remain a denim powerhouse in the industry for years to come.

Incorporating Pepe Jeans London into your outfits

It's simple to introduce this easy to wear brand into your wardrobe, especially since you can order them comfortably online – straight to your door! With enduring styles that have stayed in fashion for decades, yet remained fresh and on-trend, their classic jeans would be a great place to start. This popular brand has managed to reinvent the humble jean into many different styles, and the eternal search for the perfect pair of jeans may be well within your grasp. Whether skinny is your style or you're more into a regular fit, their jeans will feel like they've been cut just for your shape. You can create an entire outfit from this brand; keep it casual with sweatshirts & hoodies, smarten up with shirts & tops, or layer up in winter with stylish jackets. Their youthful designs will keep you looking cool and current throughout the year. Pepe Jeans London's beginnings still remain at its roots and continue to influence their exciting and diverse collections of today.

BOSS: refined and timeless style

Clothing by BOSS can elevate your wardrobe with their classic yet modern pieces. This iconic German brand continues to lead the way with their timeless silhouettes, structured suits and high-quality luxe materials. Expect to effortlessly upgrade your look with a modern shirt, a tailored coat or an elegant evening dress. In addition to the stylish business wear they're renowned for, BOSS has successfully ventured into the casual and ath leisurewear arena to suit today's modern lifestyle. Offering a more relaxed aesthetic yet still remaining as stylish as ever, the brand has a history of collaboration with public figures. These include heavyweight champion boxer Anthony Joshua and musician Liam Payne, and as well as clothing, have focused on footwear, accessories and fragrance. With this historic brand, you'll be wearing high-quality stylish staples that outlast seasonal trends and remain in your wardrobe for years to come.

A short history of acclaim

The brand was born in 1924 in Metzingen, Germany, where their headquarters are still based. The designer Hugo, who founded the company alongside two other partners, focused on producing men's shirts, jackets, raincoats and workwear. Despite declaring bankruptcy in the 1930s, the company was able to regenerate and go on to become the most successful German fashion house in history. Now, alongside their popular menswear ranges, they produce in-demand womenswear, accessories, fragrance and footwear. The company splits their two brands; with HUGO focusing on the more expressive end of fashion, and BOSS honing in on the aesthetics of sexuality, style and precision. Being a major fashion player amongst the luxury brands, they showcase their looks at the prestigious fashion weeks in Milan and New York on a yearly basis. This esteemed fashion house has managed to stay in vogue for almost a century, adapting their designs to modern lifestyles, introducing new lines into their portfolio yet remaining true to their signature tailoring and clean designs. The label has been able to outlast fashion fads and continues to be a distinguished, sought after brand.

Adding HUGO BOSS to your wardrobe

With so many fashion designers that come and go, adding this premium brand to your wardrobe feels like a luxury, and it is. Owning just one of the quality items from their collection will upgrade your look and help to create a timeless capsule wardrobe. If smart is your preference, start with button-up shirts & tops and well-cut trousers. These will stay in fashion throughout the seasons and can be dressed up or down. The collection also has a great range of dresses that go from smart to stand-out. Alongside the classic blacks, greys and neutrals, they offer bold reds in fabrics such as lace and velvet, or you can showcase your individualism in sequins for an eye-catching statement of confidence. If casual is more your style, you can find a wide range of cosy jumpers & knitwear; team these with jeans and a T-shirt for a comfortable yet classy off-duty outfit. No matter what you choose from the BOSS shop, investing in this high-fashion brand will boost your fashion credentials.

RIP CURL: The ultimate surfing company

You can’t think of surfing without RIP CURL springing to mind. This Australian company has been at the forefront of surf culture since its creation in the sixties and is synonymous with beach days, warm salty air and cool surf style. The label creates an iconic range of men and women’s beachwear; think multi-coloured palm prints, floral designs and bold colours, with cutting edge wetsuits for when you’re serious about the surf. Despite owning the surfer market, this brand can also offer you premium skiwear, skatewear, accessories and footwear. Exciting collaborations with world champion surfers keep the label current, and with its surf championship ‘Gromsearch’ they continue to uncover exciting new talent to add to their surf team. This brand really is at the heart of surf culture, seeing as it's a company built by surfers for surfers! RIP CURL remains at the top of its game thanks to their innovative designs and historic reputation.

Australian surf royalty

RIP CURL was founded in 1969, when two surf-obsessed friends decided to extend their summer in Torquay, Australia and quit their day jobs. They agreed to start making and selling their own surfboards, and Doug “Claw” Warbrick and Brian “Sing Ding” Singer set to work in Brian's garage on the Great Ocean road. With hard work, luck and great timing, they were soon selling surfboards to the best surfers in Torquay. In 1969 another local surfer, Alan Green, joined the pair and they started making wetsuits to complement the boards (Green later left and set up Quiksilver). Quickly, the company went from a garage set-up to growing exponentially, with the surfer scene gravitating towards them. Their ranges grew from surfboards and wetsuits to extensive sportswear and equipment. They are consistently winning awards for their well-made and highly regarded products, and celebrated for their innovation in the surf industry. In 2019, the company was purchased by Kathmandu after remaining a private company for 50 years, and continue to dominate the surfwear industry.

Wearing RIP CURL

Made for the beach, this historic surf brand are a tried and tested option for iconic, durable and cool swimwear. Whether you’re more suited to sunbathing or out there chasing the waves, this label has got you covered. If you prefer to watch from the shore, their bikini options are stand-out styles made from the best materials, so try a coordinated look or switch it up and clash your separates. Cover-up when the sun is high with an easy-to-wear, quick-dry dress, and accessorise your look with some sun protection like a cool hat with some timeless sunglasses. As the day comes to an end, a hoodie and casual sweatpants will keep you warm and give you that signature laid-back look to watch the sunset. If you enjoy Australian beach-vibe style and want to look your best on the waterfront, just leave it to RIP CURL.