Combining Vintage Americana with British tailoring and Japanese inspired graphics, Superdry's underlying DNA has been about mixing up trends and influences since day one. Something that is as relevant now as it ever was, AW19's brand message focuses on a 'remixed' mentality with originality and expressionism at the forefront. Brought to life with an impressive line-up of names portrayed through a range of cleverly annotated stills, interview snippets and short films, #SDMyWay centers itself around storytelling and is an exploration of the theme of individuality.
The amazing talent selected for Superdry's mainline campaign include The Amiya Twins, who rose to fame sharing street snaps of their distinctive Harijuku style, Amber Brown, founder of the alopecia advice and empowerment community Hair Free Life', L.A based Presley Gerber, model and son of Cindy Crawford, Hana Cross, regularly captured on camera by her other half Brooklyn Beckham and Chris Eubank JR, professional British boxer and 2x IBO Super middleweight world champion plus many more. Delving into the contrasting personas of each of the 16 character's involved, My Way uncovers what has inspired and manipulated how they dress as well as how it relates back to their own personal stories and adventures.
"Whoever, wherever, whenever, however – style is never set in stone. Mixing style has been in our DNA since day one. Whoever you are, wear it your way."
Check out their website at www.superdry.com.