Sagmeister & Walsh delivers edgy fashion label rebrand

'Edgy' is seen as a bit of a design buzzword, and in the wrong hands can boil down to being contrary for the sake of it. Not in the case of Sagmeister & Walsh, of course, and the renowned New York design firm has delivered a rebrand for NYC fashion label MILLY which takes edginess to the extreme.

Created over the last six months, MILLY's new visual identity packs bold colours, experimental design work such as optical illusions, and an irreverent character. The result is a distinctive blend of whimsy and attitude where Prince Charming toads are about to be eaten and models smoke sticks of dynamite.

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.