BEN SHERMAN LAUNCHES EXCLUSIVE SEE NOW BUY NOW COLLECTION AT LONDON FASHION WEEK MEN’S

BEN SHERMAN LAUNCHES EXCLUSIVE SEE NOW BUY NOW COLLECTION AT LONDON FASHION WEEK MEN’S

Yesterday’s rainy and cold evening didn’t stop industry heavyweights, journalists and style influencers from waiting eagerly to take their seats at the Ben Sherman A/W17 show – the finale of Day 1 from London Fashion Week’s Men.

There couldn’t’ have been a more perfect venue for the show than the unique Vinyl Factory in Soho – part record shop, part gallery space symbolic with its collaborations with artist, designers and musicians.

Under the beats of rock and indie tracks, the iconic British brand launched it’s A/W17 collection ‘Spirit of the Mod’ with a nod to its heritage. Taking creative inspiration from British music legends from John Lennon to Paul Weller, the collection took form in the shape of three themes: The Future Mod, The Working Class Hero and The Modern Dandy.

BenSherman-SeeNow-BuyNow-INTERLACED

The Future Mod takes inspiration from British sport influences and combines with sharp tailoring resulting in a ‘sartorial sport’ look. The Working Class Hero utilises vintage military surplus garments over classic tailored suits, while The Modern Dandy sees plush fabrics and textures set against a backdrop of reworked ginghams.

In line with the recent changes in the fashion calendar and shifts in how the industry operates, selected pieces from the collection were launched with a See Now Buy Now twist, meaning they were immediately available to buy after the show in Ben Sherman’s Carnaby Street store and online. The seven selected pieces – The Army Parka, MA1 Satin Bomber, Military Harrington, Ventile Army Shirt, Modern Overshirt, Raw Denim Selvedge Jean and Gingham Blocked Shirt – were only created in number of 20, with each piece individually numbered from 1 to 20, signaling its limited production run.

Ben Sherman joins a range of other luxury and high street brands such as Burberry, Topshop, Tommy Hilfiger and Rebecca Minkoff, who have recently embraced the See Now Buy Now runway model.

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