Fashion brand Milly's logo freezes, grows flowers and is applied like body paint in this campaign by New York design studio Sagmeister & Walsh (+ movie).

Sagmeister & Walsh has created a new visual identity for the fashion brand set up by designer Michelle Smith, aiming to represent its recent "edgier" direction.

The designers kept the base of the existing logo – a stylised M with Milly written below – then produced a series of short animations that unfold across the motif.

Icicle formations and sprouting flowers in different colours and varieties are among the many iterations.

Similar animations are also applied to photographs of models wearing the brand's garments.

"Each application can reflect the themes and inspirations of the most recent season's clothing line and patterns," said Sagmeister & Walsh partner Jessica Walsh.

The campaign also includes bold imagery with block-colour backgrounds.

Models appear to have had their skin unzipped, revealing floral arrangements that look like they have burst out from within.

Other animations show models playing with fish, smoking sticks of dynamite, and flashing to reveal the Milly logo painted on their bodies.

In all the team created over 400 images and animations, which will roll out across social media over the next year.

"Consumers are used to digesting large amounts of imagery and content from brands daily through social media," Walsh said.

One of the world's best-known graphic designers, Stefen Sagmeister set up his graphic design company in 1993, and Walsh joined in 2010.

The duo has since overseen projects including a new brand identity for New York's Jewish Museum and an animated visual identity for cloud software management brand Fugue that moves to music.

In an interview with Dezeen last year, Sagmeister said that "the Star Wars poster is ultimately a piece of shit" and that record covers would always be superior to graphics for films.