Bespoke footwear label Caroline Groves has now entered into a new era for its business by revealing its new visual identity and website.
"Combining intuition and alchemy, complex curves and multiple dynamics, shoemaking for me is to do with the head and the heart". Caroline Groves Originated from a family of craftspeople and artisans (her great-grandfather was one of the 150 craftspeople that brought the Guild of Handicraft to Chipping Campden in 1902 under C.R. Ashbee), Caroline Groves’ inspirations come from her heritage and interest in period costume. Her work is all about curves and her interest in the sculptural elements of shoemaking and design. Her self-named label was established in 2003 and has since built up an international customer base, who are both fashion-forward women and well-known artists.
The brand’s shoes are "wearable collectors’ items", and have been showcased in various footwear exhibitions in the UK, including the V&A’s 2015 exhibition ‘Shoes: Pleasure and Pain’, and the Court Barn Museum, making her one of nine leading contemporary designers who have been invited to display their work. Caroline Groves label has also been featured in the Financial Times, Vogue, and The Wall Street Journal. Now, while preserving its heritage and staying dedicated to crafting handmade shoes, the company stated that its refreshed branding aims to give Caroline Groves labeln a contemporary edge while recognizing its legacy. The rebrand has been made to product imagery, website, social media, and packaging. This move is to help the label grow and become stronger while keeping up with the marketing strategies of the new era, by making its name known online to new audience and also recruiting a new generation of shoemakers. The website contents are the history of the label, the materials used in shoemaking, its sustainability, the bespoke services offered, as well as, its news and archive pages along with its contact details. Caroline Groves herself explains: “Having honed my skills and sustained my business over many years, I am placing all my life’s work into creating a legacy.” This season, the label was scheduled to make its Paris Couture Week debut in collaboration with couturier Frol Burimskiy, but was canceled due to Covid-19 and is now looking for a more suitable alternative in London.
By Maria Peftouloglou