From rock'n'roll leather jackets to hip-hop's love affair with sportswear, music has made an indelible mark on the world of fashion. And this season, the British brand Superdry continues this legacy with the launch of its new musical approach, SuperdrySounds. Driven by the brand's desire to find and support credible and authentic musicians, the project enables some of the best emerging artists from around the world to perform on a global platform. Meanwhile, a new space on superdry.com will offer readers exclusive interviews, new releases from up-and-coming acts, and a wide range of music-related blog posts. The hero artists selected for the show are Aaron Unknown, a British rapper and model who worked with Stormzy; Santino Le Saint, Brixton-based R&B singer-songwriter; 2018 American independent singer and Vevo star, Au / Ra; British DJ Ami Carmine; American singer, rapper and dancer Lexie Liu; Chinese actor and singer Timmy Xu; and Sam Blacky, the int...
From rock'n'roll leather jackets to hip-hop's love affair with sportswear,
music has made an
indelible mark on the world of fashion. And this season, the British brand
Superdry continues this legacy with the launch of its new musical approach,
SuperdrySounds.
Driven by the brand's desire to find and support credible and authentic musicians, the project enables some of the best emerging artists from around the world to perform on a global platform. Meanwhile, a new space on superdry.com will offer readers exclusive interviews, new releases from up-and-coming acts, and a wide range of music-related blog posts.
The hero artists selected for the show are Aaron Unknown,
a British rapper and
model who worked with Stormzy; Santino Le Saint, Brixton-based R&B
singer-songwriter; 2018 American independent singer and Vevo star, Au / Ra;
British DJ Ami Carmine; American singer, rapper and dancer Lexie Liu; Chinese
actor and singer Timmy Xu; and Sam Blacky, the international DJ. A whole
lineup.
In addition to leading Superdry's SS18 campaign, the chosen
artists will give intimate concerts around the world, champion the brand in
music videos and lead the stage for emerging artists at festivals such as Field
Day in London and MELT. In Berlin.
To borrow style from the title, check out ensembles
headlined by Aaron Unknown, Santino The Saint, and Timmy Xu below to see how
their background music sets the agenda for this season's key urban looks.
AARON UNKNOWN
Influenced in the world of music and fashion, Aaron Unknown
made a name for himself rapping freestyle on a dance floor for the YouTube
channel SBTV, with a total of 5 million views by the way. However, he is not
only an artist, he is also a model with a number of high profile campaigns
under his belt. Returning to music after a two-year hiatus, he is expected to
release his first EP in November 2018.
HAVE THE LOOK
The luminous down jacket, once the preserve of mountaineers, has risen to the heights of streetwear for several years. Une declaration welcome dans votre garde-robe de printemps (et probably sur votre Instagram aussi), the orange Wave dress from Superdry presents a coupe plus adjusts that the plupart des modèles matelassés, with the hood lui donnant une touche decontractée ideal for the looks of weekend.
Compare it to the subtle black t-shirt with the brand's
logo, which incorporates another touch of orange through the trademark, to show
that you are someone who pays attention to the finest details. Finish off with
Superdry's Nue Wave Chino Shorts, which come in a season-appropriate washed
blue colourway that will look great with everything in your warm-weather
wardrobe.
Wave Hooded Padded Jacket
Royal logo t-shirt
Nue Wave Washed Shorts
SAINT-LE-SAINT
Originally from Brixton, London, Santino Le Saint is a
maverick talent capable of producing searing guitar solos, lush soundscapes and
heartfelt compositions. His sound on two EP releases has been compared to
R&B superstar The Weeknd, while his father was a founding member of rap
group The 57th Dynasty, who toured with Outkast and Eminem.
HAVE THE LOOK
The camo print was prominent last year and is a trend that
(ironically) refuses to blend in with the background. Wear it with pride with
the Rookie Deck Jacket from Superdry, which features authentic
military-inspired details such as two chest pockets, a button-down collar
closure and epaulettes. Underneath, the Echo Beach Long Sleeve T-Shirt is a nod
to Superdry history, with its distinctive Japanese-inspired bubblegum typeface
on the sleeve that will turn heads when you remove your jacket.
While most of the new SS18 range incorporates key trend
pieces, this look is ingrained in timeless tennis shoes. Probably the most
versatile style in your shoe rack, they work just as well with casual outfits
as they do with street wear. The multi-fabric upper and pop of red on the back
of these sneakers will help you stand out from the whitewashed crowd.
Rookie swim jacket
Echo Beach Fitted Scoop T-Shirt
Track shoes by Superdry
TIMMY XU
Though not yet known in the UK, 24-year-old Timmy Xu is
already a huge star in his t