No one could argue that the Superdry Idris Elba launch party was hyped to excitement A+ levels. Big graphic invitations, emails and a spanking social media warm up aired the coming of the Idris Elba collection launch and the BIG party to open London Collections Men for SS’16. The weather was hot, the air was thick with anticipation and the London fashion scene was on a high. Superdry’s launch party kicked off LCM with a bang!
Around 200 guests including Elba’s family and close friends, fashion editors, bloggers, hot models and fash names such as Rankin, David Gandy, Tinie Tempah and Oliver Cheshire were in attendance as well as actors James Nesbitt and Game of Thrones’ Richard Madden. The event, held in the Superdry flagship store in Regent Street was hipper than hip for an up-for-it crowd who had got behind this prestigious global streetwear brand that’s now planning on taking America by storm. Hopefully, Mr Elba’s collection will go a long way to giving the brand further kudos in a difficult market to crack. But they will. As founders James Holder and Julian Dunkerton are hyper strategic and emboldened smart cookies.
An army of twenty male models marched out in darkness with a cinema screen with the Superdy Elba Logo in the background before Elba made a short speech on his fashion collaboration.
Dressed in a cool navy IE iconic hoodie and redefined wash jeans, both staple pieces from the actor’s first collection, he said: ‘Thank you very much for coming tonight. I’m not a leading voice in fashion, but I’ve got an opportunity to express my personal style and my love for fashion through a brand I admire. I’m super proud of the collection you can see today and this is just the tip of the iceberg – it’s not just a one-off season – we’re already planning the spring collection.”
British, grounded and the epitome of cool, Idris’s personal character and style is captured throughout the 250-piece collection. Models on the night wore key looks from The Leading Man Collection, including ultra-fine thread shirts, cashmere knitwear, tailored heavy wool pea coats, Monogram Edition jackets, premium triple-stitched down outerwear, redefined wash denim and luxury sportswear.
Named one of GQ’s 50 best-dressed British men this year, Idris designed the collection alongside Superdry Co-founders, Holder and Dunkerton. Just like the collaboration, Idris’ personal touches were embedded throughout the event, with childhood friend and music partner – Boogie Boy – busting out the beats and guests sipping Idris-inspired cocktails, champagne and chilled Asahi Beer.
The Idris Elba & Superdry collection is on point for the understated man around town who likes to cut a swathe without being too in your face. It wins on this level. Distinct flourishes like the cobalt blue detailing, the differences in graphic labelling and the razor sharp peacoats show this has miles to go. Already looking forward to season 2 – collection & party.
The collection will launch in selected Superdry stores, exclusive department stores and online in the UK and USA from November 2015.