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15/042019

Summer or Nothing







This SS19 Superdry takes us on a vibrant and colourful journey across the globe. A fresh and innovative product mix is enriched with creative influences collected from a variety of international stop off points. Intricate design details and fabric upgrades take centre stage bringing a wardrobe update to accompany what is hoped will be a balmy and sundrenched summer.

Taking inspiration from Middle Eastern trims and textiles, womenswear’s ‘Boutique Bazaar’ collection is all about reclaiming through patchwork, craftwork and customisation. Jacquards and trinket trims come together with a graphic direction to give a ruffled up folk-inspired vibe. Crinkle knit wovens bring texture whilst ditsy florals and washed lace keep it light and feminine.  Paisley and bandana prints in dip-dye chambray with metallic highlights prove that here ‘more is more’.

Adjacent to this, womenswear’s ‘Carnival’ range is a fun and frivolous story. Bright clashing colours and 3D multi-applications, tassels, sequins and applique flowers in zingy yellow and papaya make up the essence of this collection. Over-scaled tropical fruits and statement psychedelic kaleidoscopic prints play up to their Rio inspiration where silhouettes are key. Hero items include a peekaboo stripe bikini and a bold crochet midi dress.

Stripping things back, the ‘Cote D’Azur’ collection focuses on clean and simple dressing with a lean toward preppy chic. Pretty broderie skirts are worn with stripes and micro ginghams across light and summery fabrics with lots of cutaway details. Frills and bows in sunflower yellow and blush pink are mixed with primary colours to create a fresh contrast and a sporty, nautical vibe. Menswear’s ‘Mariner’ range also stays close to the coast but looks toward Ernest Hemmingway and his adventures of an old man at sea. Textured herringbones and blotchy florals span across oxford-based fabrics and signature product such as the Sunscorched Short and the Dry Originals Tee. Sun-kissed pastels and Hawaiian prints inspired by 1930’s travel posters give an Islander lifestyle feel to this look.

Moving over to Northern California, American folklore and heritage give a sense of a far less complicated way of life within menswear’s ‘Big Sur’ collection. Worn rusted and homespun denims fixed with patching are mixed with military surplus and workwear overalls in tonal weaves and textures. There is a sense of the bohemian traveller with twill structures, plaids and duck canvas.

Designed with a more youthful, urban customer at its heart, men’s ‘Skate Lux’ collection plays homage to 90’s skateboarding and BMX on the Californian sidewalk. Box fits are key, seen across tees, sweats and shirts. Accessories such as caps and cross body bags are bold with ice cream pastels offset with a fresh take on camo – this story is about pushing the boundaries and living your best summer.
 
Ending our journey back on British soil, grime culture paves the way for men’s ‘Nu Lad’ range. Oversized logos mixed with contemporary and relevant athleisure give an element of street chic in a colour blocked primary palette of red, navy and optic.  This story is set to stimulate the senses with digi prints and camo, worn with simple, sleek tennis trainers.

With clearly defined collection themes and more unique prints, colour and detail than ever before, Superdry’s SS19 is true to brand whilst elevated with an array of trend-lead, contemporary newness. Take a journey with Superdry this summer, and make it your best yet.

Shop the collection in store now.

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