Superdry AW11 Campaign
Cultural melting pot clothing brand Superdry, have stomped their way into the style psyche in recent seasons; Pushing the brand’s perception and range from just another high street T-Shirt brand to fashion power house the UK can be proud.
Yup, the UK. Despite the clothes’ heavy influence from Japanese design and styling notes that are usually more at home with American vintage looks, this brand is British, born and bred and it’s this heritage that gives an extra kick to this season’s campaign & collection.
Shot by cult fashion photographer Jacob Sutton Superdry’s new collection hits gritty heights as modelled on moody London boy about town, Louis Simonon. Having fronted campaigns for PRPS and Dr. Martins, Simonon (son of Clash guitarist Paul Simonon) is stylishly adept at lending his bovver boy demeanour to big fashion names.
As for collection itself, the logo’d staple tees are sill there, but also present is a new direction of casual tailoring, tough outwear that looks entirely fit for purpose and denims that’ll last a lifetime. Bags and accessories are also a real hit this season; cargo style duffle bags are already on fashionbeans’ wish list and skater style beanies look set for a resurgence thanks to superdry’s minimal and muted approach to hats.
Take a look behind the scenes of the campaign and get a peek at the new collection here: