Wintertime is in full swing, but bundling up doesn’t mean you have to compromise style for warmth. If you’ve been keeping up with my blog, you’d know I’m all about looking effortlessly cool and Superdry does it right. Designed in Britain with the spirit of Japan, Superdry kicked off the launch of their new London Collections: Men, an event hosted by the British Fashion Council--and I’ve got the inside scoop!
Superdry’s international showroom was transformed into a cozy Alpine lodge, resembling the college cabin party of your dreams. Among the attendees were British Fashion Council members Caroline Rush and Dylan Jones, presenter Pips Taylor and Chris Robshaw, the strangely attractive Captain of the England Rugby team (do I smell a rugby collection in the making?). Guests sipped on Asahi beer and Japanese-inspired cocktails, channeling the brand’s design influences. Hot Rueben sandwiches, Carpaccio of longhorn beef and Lincolnshire poached rarebit were served to the audience as they were treated to an exclusive sneak peek of the AW15 Collection. In a picturesque lodge scene decorated with moose heads, intertwined antlers and fancy fur rugs, Superdry’s presentation and attention to detail was nothing short of magical.
During the set, new additions from Superdry Snow were revealed, taking the brand’s mountain-sports selection to the next level. The AW2015 Collection embodies Arctic winter themes with eye-catching pops of prints and colors inspired by Japanese fashion. This is the kind of design innovation that puts other outerwear brands to shame. Superdry proves that outerwear doesn’t have to be drab and succeeds in finding the perfect blend between fashion and function. Suddenly, I’m compelled to plan a trip out to the snow.
How do you guys feel about this new collection? Tell me your thoughts in the comments section below!