Singer Zara Larsson front's latest Superdry campaign

By

Sandra Halliday

Published
Oct 15, 2020

Superdry continues to work on its turnaround and target more female customers and as part of this, the casualwear specialist has launched a campaign featuring Swedish singer-songwriter Zara Larsson.

It’s part of the firm’s Icons of Style strand that was unveiled after co-founder Julian Dunkerton returned to the helm of the business last year.

The company said the 22-year-old multi-platinum-selling artist was chosen because of her “unique and honest approach to style and expression”. And of course, her international fame will have helped too.

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Larsson has been photographed in an edit of the AW20 collection with a focus on the outerwear that’s the brand’s strongest category.

With the company creating four separate collections, she’s been shot wearing a limited edition Red Metallic Biker from its Original & Vintage collection; a limited edition Metallic Toya Bomber jacket and a black Alpine Lux Padded Jacket in Black from the Code collection.

She’s also seen in a down-filled Reversible Longline Puffa and M65 High Shine Jacket in Khaki from the SDX collection; and a Longline Down Padded Jacket from the Cult Studios collection.