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.
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.