Young Fashion Chain Gives Collection Double Push
Fashion retail chain River Island has landed a series of exclusive illustrations from popular London-based artist Jack Hughes.
The 25-year-old, who has previously worked with the likes of Mr Porter, Burberry and The New York Times, has recreated looks from the label’s AW14 collection in his signature style.
Pieces featured include the camel boardwalk overcoat, la touche shawl and Julian leather look biker jacket worn by models Sebastian Sauve, Charlie France and Jeremy Boateng.
River Island confirmed it is the only high street name Hughes, widely known for his work on ShortList Media’s daily Mr Hyde e-mail, intends to work with this season.
A statement from the brand explained the decision behind the partnership: “Now more than ever our collections exude a strong sense of luxury and AW has a dark masculinity to it that lends itself to Jack’s style very well.”
It comes as the young retailer also rolls out its AW14 campaign and debut TV ad. The 30-second clip received its first prime time outing at the start of the month on digital channels including E4 and ITV2.
The video, which will also be shown in cinemas online, and in store, features Sauve once again. Imagery stars fellow male model Jacob Riley and female counterparts Marina Nery and Stella Maxwell.
A selection of pieces from River Island’s AW14 collection is available to buy in stores and online now, with the rest tipped to follow next month. Prices start from £20 for t-shirts and £80 for outerwear.