The Look Book captures a series of images by leading fashion photographer Jason Sadourian.
The campaign shines a spotlight on the Casual Society and Fusilier London ethos and our design philosophy of fusing innovative print and classic couture embroidery detailing, with classic sportswear aesthetics, where we employ an eccentric continental sport-lux twist that is homogenised with British streetwear attitude.
Our unconventional ways of embellishing our garments define our signature look of combining streetwear, sportswear and casual wear with high-end embellishments, where classic silhouettes meet eccentric graphic design head-on.
As Creative Director, I have been working for many years and seasons to define a new identity by crafting a personalised visual aesthetic and language for both of our menswear brands. Through intensive R&D our team has settled on its way forward, finding our own niche way of doing things. In doing so, we have defined our future direction and built a firm foundation upon which our production and the new marketing team will fuse and grow the commercial and sales aspects of our business.
Our British themed sweatshirts have been re-articulated in new textures, with innovative micro- laminate appliques that define our point of difference in embroidery techniques used. When teamed with velvet, when meshed together provides our visual point of originality in combining opposing textures, subtly.
This campaign featured in the lookbook is the beginning of what we feel will define our brand in the British menswear market. It captures a snapshot of the beginning of what will grow to be a successful British & Continental Sport-Lux business that imbues quality, sophistication, attitude, collective awareness and diversity across the business.
The collection delivers a new off-duty spirit, where we have introduced the contemporary hooded rugby jersey. The sporty rugby jersey theme is styled as a conventional jacket with ribbed cuffs and waistbands and marries sports-styled parkas crafted from sweatshirt double jersey cotton, omitting buttons, and is reworked with zipper detailing.
Our British themed sweatshirts have been re-articulated in new textures, with innovative micro- laminate appliques that define our point of difference in embroidery techniques used. When teamed with velvet or other material and meshed together provides our visual point of originality in combining opposing textures in a graphic subtly.
I want our brands, business and designs to celebrate the intellectual brilliance of the British youth, its vibrancy and cultural history, past, present and future, where fashion converges with technology, innovation and entertainment.
Creative Officer