Tinie Tempah and his team brought their A-Game to London Fashion Week Men’s last Saturday. Set in the Old Truman Brewery off Brick Lane, the launch of the SS18 What We Wear collection gave serious summertime vibes. With Model and DJ Aston Gohil setting the tone dropping a playlist consisting of the likes of Travis Scott’s ‘Butterfly Effect’ and Yxng Bane’s rendition of ‘Shape of You’, the stage was set.
Models displayed the collection whilst scoring 3 pointers on a custom-built basketball half-court. The collection titled “Bring Your Game” of course pays homage to versatile luxury – our love for designer things on and off the court. Royal Blue jackets were teamed with luxury b-ball shorts. Waterproof tracksuits were given a touch of prestige tailoring and pinstripe detailing. Not forgetting the standout pastel pink ensemble. All of good quality and extravagant textures.
“We aim to showcase the versatility and technical beauty of garments that thrive under physical strain while managing to still provide ultimate comfort.”
The brand paired up with Converse to create a signature “www” remake of the legendary One Star skater shoe. Luxury British eyewear brand Cutler provided vintage style gold-rimmed specs to top it all off.
The atmosphere gave the impression of an impromptu cookout or dancehall rave – a large space with booming sound systems. Models brushed shoulders with “Instagram models”. Designers chopped it up with other creatives, Tinie’s childhood friends mingled with executives. No special treatment, just a chill event with beers on deck. A distinction far from the average fashion show. A true showcase of What We Wear, pun intended.
Check out the slide show at the top of the page.