Strange expands fashion portfolio with Secret Circus and the world’s most expensive jeans

LONDON, 30 February 2008. Strange has been chosen by Secret Circus Clothing, the new, exclusive fashion label with the world’s most expensive jeans, to develop its online presence. Initially, Strange will create a sophisticated website, using Flash animation and a creative delivery method to showcase the upmarket clothing range.

The new site, www.secretcircusclothing.com went live on 10 February to coincide with the launch of the first Secret Circus collection at London Fashion Week. The highlight of the collection is limited edition, diamond encrusted jeans with a price tag of £500,000!

In recent years, Strange’s presence in the fashion sector has grown rapidly, with Criminal, Brink, Scotts, Punky Fish and Bedtime Flirt among its clients. Strange’s work for Criminal has been included in two Taschen guides: Web Design: Flash Sites (2005) and Web Design: Studios2 (2007).

Jamie Sergeant, Creative Director of Strange, said: “Working with Secret Circus really puts us at the cutting edge of the fashion sector. We are developing a very, very creative solution to showcase this amazing clothing line.”

To enable purchasers of Secret Circus clothes to engage with the label, every Secret Circus garment comes with an envelope containing a key that gives access to a ‘secret room’ on the website. Once there, users can access special information, such as news of Secret Circus parties, or download screensavers of the striking and unusual designs printed on the clothes.

Secret Circus has been created by fashion designer and fine artist Lamis Khamis and fashion entrepreneur Sam Pemberton. The first collection consists of denim, cashmere, velvet leather and cotton, and features a unique technique for printing colour images on cashmere. Prices start at £100 for cashmere and £130 for jeans.

“The designs that we wanted to recreate were the images of Kings, Queens, Knights and damsels from British Renaissance history. These subjects instantly lent themselves to the luxury of the collection and the personality of our wearers” said Ms Pemberton.