Tokyo-Inspired Brand Looks To America
Superdry beat other brands to the first billing by teaming up with the British Fashion Council for an event on the eve of London Collections: Men.
The capital’s Vauxhall Arches venue was transformed into a show space for the label’s SS15 menswear presentation.
The event, attended by press, buyers and celebrities including David Gandy, Jesse Metcalfe and Dylan Jones, opened with a runway show headed up by SS15 campaign face Edward Wilding.
Clothing on show referenced America’s surf scene with a wide selection of swim and board shorts paired with graphic t-shirts.
Both male and female models took to the runway to showcase the Californian-inspired line, with some carrying Superdry surf and skate boards.
Polo shirts, knitwear, denim and even relaxed tailoring rounded off the collection.
The brand’s Japanese logo featured throughout, though less heavy than in previous seasons.
Outerwear made an appearance with several jacket and coat styles, including a classic navy pea coat, using Superdry’s signature orange as trim on the collar.
Following the show, guests enjoyed an after party with DJ Mark Ronson providing the soundtrack for the night.
A release date and prices for the Superdry SS15 collection are expected to be announced in the coming months.
Current season products continue to be available from Superdry stores, including its London flagship on Regent Street, and online at Superdry.com.