Over 200 excited guests flocked to Regent Street in London on the 11th of June, to see Idris Elba launch his exclusive new collaboration collection with iconic British fashion brand Superdry.
Held at Superdry’s Flagship store, the event kicked off London Collections Men in premium style. British Fashion Council Ambassadors, including rapper Tinie Tempah and model David Gandy, attended along with fashion bloggers and press for an exclusive preview. In true Superdry style, attention to detail was flawless. An army of twenty male models performed a show-stopping collection display followed by an aspirational speech by Idris himself.
Dressed in a cool navy IE iconic hoodie and redefined wash jeans, both staple pieces from the actor’s collection, he said: ‘Thank you very much for coming tonight. I’m not a leading voice in fashion, but I’ve got an opportunity to express my personal style and my love for fashion through a brand I admire. I’m super proud of the collection you can see today and this is just the tip of the iceberg – it’s not just a one-off season – we’re already planning the spring collection.”
British, grounded and cool – Idris’s personal character and style is captured throughout the 250-piece collection. Models on the night wore key looks from The Leading Man Collection, including ultra-fine thread shirts, cashmere knitwear, tailored heavy wool pea coats, Monogram Edition jackets, premium triple-stitched down outerwear, redefined wash denim and luxury sportswear.
Named one of GQ’s 50 best-dressed British men this year, Idris designed the collection alongside Superdry Co-founders James Holder and Julian Dunkerton. Just like the collaboration, Idris’ personal touches were embedded throughout the event, with childhood friend and music partner – Boogie Boy – busting out the beats and guests sipping Idris-inspired cocktails and chilled Asahi Beer.
After, Idris, Superdry and the BFC co-hosted a private dinner. Close friends, family and special guests were invited to the cool HIX Restaurant in Soho for drinks and Oyster and Chop Feast to celebrate the new collaboration.
by Arrnott Olssen
Editor Rogue Homme