Last Thursday, FashionBeans hot-footed it down to a freezing Regent Street, where we were cordially invited to the launch of Superdry’s exclusive AW13 preview. A mix of fashion press and international brand purveyors gathered in the recently opened flagship store, where we sipped on specially named cocktails, Super-Orange and Berry-Dry, whilst taking in the key pieces and trends the brand have lined up for us next autumn/winter.
After a short time socialising and sipping cocktails, we were ushered up to the 4th floor and seated in the show area. The first model began a rather unorthodox yet brilliant strut down the rustic wood catwalk, body-popping and locking in the most unusual way we have ever witnessed. This dance down the catwalk not just amazed the viewers of the show (including us) but also subtly displayed the signature functional and utilitarian aspect of the Superdry brand.
The rest of the models were more traditional in their runway walk (presumably due to time restraints and not muscle flexibility) but the practical nature of the clothing was apparent throughout. In what would come as a surprise to many, there were also many more formal elements included within this showcase, with the brand continuing their evolution from AW12, where they collaborated with Timothy Everest on a line of exquisite tailoring.
The hosts for the evening – brand founders James holder and Julian Dunkerton – then welcomed guests to Soho’s most exclusive and, dare we say, risqué night haunt; ‘The Box’, for more of those cocktails and general ‘Superness’.
Whilst the collection still remains a closely guarded secret (hence why there are no pictures of the collection), we can confirm that it is Superdry’s most fashion forward range to date. However, fear not hoodie lover – there is still a liberal dose of those, too.
The current collection can be shopped on the Superdry website.