Fred Perry launch new Subculture campaign
You can always count on Fred Perry to produce something fresh but with an undeniable sense of British charm. Their latest campaign – Subculture, for the Autumn 17 collection – just dropped, and thanks to August embodying the weathering characteristics of October, the collection is the perfect adjustment for our currently confused wardrobes.
The Autumn collection's appeal is in part down to the series of portraits shot by Dexter Navy that vary in senses of charisma, yet all closely share one clear feature of authenticity. Featuring familiar faces – John Cooper Clarke and Gary Powell, to name a few – each subject looks comfortably at ease. They count themselves as ‘being’ Fred Perry, yet assert their own personal stamp on the name whilst doing so. Place the portraits next to one another, and you have a stylishly intertwining narrative full of different people of different backgrounds – all clad in fresh Fred Perry.
Each to their own when it comes to the style in shots. You've got legendary DJ Don Letts pondering in thought (and creation) whilst styling a yellow and black blended polo that's subtly symbolic of his success. Anne-Cécile – aka DJ Lili Rudies – sports a nifty little khaki bomber, holding an expression that says she's from the streets and she's smart because of it. Then there's Carter O'Sullivan, student and illustrator who sits confidently and proves that two contrasting necklines – V and polo – can in fact go hand-in-hand.
The portraits go on – it's rather captivating. They're wholly different, but there's something about them that makes them the same. It's the little Laurel Wreath blazing on every chest. The brand's iconic symbol has been frequently rediscovered through subcultures, deeming this campaign a celebration of exactly that. That’s what Fred Perry is about, after all. It’s clothing that we can each wear in accordance with our own personality, but all share a charming, respectful nod to our culture and British heritage. It's a community of individuals who each have their own form of creativity, but can come together under one roof – that roof being the brands stores. This latest campaign strongly amplifies that crucial idea, and in turn once again blends fashion with vast forms of culture.