The Superdry Superstore on Regent Street is certainly one that lives up to the name ‘Super’. It is a palace of a store, and certainly the perfect venue for a press event, with more than enough space to show new collections to great advantage. On Thursday that is just what happened, when Superdry introduced the collections that have us thinking again to sunnier times.
This was a collection that will certainly convert those that think that Superdry is all about jeans and clunky boots.There was just so much to admire. I loved the ‘Mod’ style tailored jackets, with military style gold buttons, and flashes of colour. English heritage was represented in tweed blazers, again lifted to new realms with unexpected flashes of neon.
Then there were bags. I think I’ve found my absolute fave beach bag in the ultra bright and clear perspex, that promise they will be waterproof and carry everything. I adored the felt satchels, and the glossy metallic pink versions – a new departure for Superdry, but one which is oh so successful.
Superdry Summer is full of cool cotton perfect for scrunching up and packing for long hot Summer breaks. Interest levels are lifted with the use of lace and hot colours. I love the use of 1980s tiers for cute beachy dresses, and the soft leather jackets in pastel shades perfect for those early Spring days when there is still a definite chill in the air. China blue is a popular colour, teamed with white for a fresh, pretty look. Key looks include the gorgeous yellow, lace fronted sweatshirt style top, and the black fringed beach cover-up with a boho style Ibiza vibe.
It was very easy to make a lust list from this eclectic collection, with many items that my wardrobe is just crying out for.
To view the current Superdry collection, click here.