SUPERDRY LAUNCHES AW19 BREAKTHROUGH COLLECTION - ‘MY WAY’

by Priya Jadhav

Mumbai: Superdry launched its AW’19 collection at ‘The Apartment’ by Reliance Brands Limited at the Lakme Fashion Week. The launch party witnessed some of the notable guests like renowned rapper Raja Kumari, cricketer Shreyas Iyer, actor Ahaana Kumra, Aisha Ahmed, Yashaswini Dayama, Siddharth Bhardwaj, Jatin Sapru, Pankhuri Sharma, celebrity stylist Akshay Tyagi to name a few!

This season, Mainline, Sport and Snow comes together under one truly powerful concept: Superdry - My Way. The campaign uncovers the personal stories and adventures that reflect one’s style. Celebrating this diversity and unique make-up of Superdry’s consumers, this AW19 sees an exciting and compelling brand first.

Superdry’s underlying DNA has always been about mixing up trends and influences. This season goes high on technical innovation, a cool and edgy amalgam of style and functionality - from reflective detailing and reversible jackets to illuminating trims thereby reflecting on the key trends of the early nineties taking you on a nostalgia route.

A bright and playful, sport inspired story that focuses on a ‘remixed’ mentality keeping originality and expressionism at the forefront, this collection has been built for longevity with sturdy materials and clever design details. From comfy Sherpa hoodies and classic block colour tees to super-soft lined elite joggers and camo cargo pants, this collection will ease you back into the reality of a new season.

Guests including celebrated cricketers, sports buff, actors, musicians and fashion forward tribe were seen reflecting their style the ‘My Way’. The rest of the night saw dancers grooving on the electronic music and singing along to old school retro hits. It was definitely a night to remember!

About Superdry: Superdry is an exciting contemporary brand which focuses on high-quality products that fuse vintage Americana and Japanese-inspired graphics with a British style. They are characterised by quality fabrics, authentic vintage washes, unique detailing, world leading hand-drawn graphics and tailored fits with diverse styling. Such distinctiveness has gained the brand exclusive appeal as well as an international celebrity following. Superdry has a significant and growing presence around the world, operating through 515 Superdry branded locations in 46 countries. There are 139 owned stores across the UK and mainland Europe, 208 franchised and licensed stores, all but one outside the UK, and 168 concessions.