So LC:M got under way last night with a opening party hosted by Superdry in conjunction with the British Fashion council to launch the London Collections and showcase Superdry’s SS15 collection. As you’d expect, and especially after the epic event from January, the party was massive and a great way to kick the schedule off.
Held in the Vauxhall Arches near Southwark, members of the press, influencers, bloggers and celebrities rubbed shoulders over flowing cocktails, pizza and the odd lobster sandwich. After settling in it was time for the presentation.
The runway was smaller this season than January, which was a good decision on the brand’s behalf that showed they really listen to the media view (one big issue from January being that the show featured too many looks). The collection showcased the Superdry DNA, sticking to what the label knows best; denim and leather. The models stomped the runway in their sartorial tribes in function casual/streetwear that took inspiration from The Golden State and fused it with Rockabilly sensibilities. It was still a broad offering with strong outwear as always. I jotted down several notes on how I plan to wear shorts (as I’m normally anti shorts for myself) next summer.
After the runway was over it was time to party Superdry style. The drink continued to flow and the food continued to fill our stomachs. Mark Ronson took the decks for and awesome set to really set the night off right.
The celebs were out in force again too with LC:M Chairman Dylan Jones OBE in attendance along side Caroline Rush, Chief Executive of the British Fashion Council, BFC Menswear Ambassador David Gandy and other known faces such as George Craig and Jesse Metcalfe.
The was vibrant, energetic and just the right amount a wild - which is pretty much how we can some up Superdry so it was pretty near perfect.
Welcome!