Superdry goes back to its roots with emphasis on vintage Americana

By

Barbara Santamaria

Published
Sep 16, 2020

There are plenty of changes afoot at Superdry as the London-based contemporary brand updates its marketing message with a new campaign dedicated to vintage Americana.

The latest advertising campaign marks a “reconnection with the soul of the brand” following a period of declining sales, a corporate shift and a refocused design direction. 

The face of the new AW20 collection is 22-year English actor Hero Fiennes Tiffin, who is best known for his starring role as Hardin Scott in the 2019 American romantic drama film After. 

The much-anticipated sequel After We Collided, now in UK cinemas, has cemented his position as a new face of cool for his generation.

Both the AW collection and campaign are inspired by Joseph Sterling’s The Age of Adolescence, found on a vintage buying trip to La Brea in Los Angeles. The book captures American youth around the late 50s to early 60s, at the start of rebel teenage culture. Looking to bring this style into the 21st century, the campaign encapsulates cool vintage style, a rebellious attitude and the energy of youth.

“This collection and campaign is our first creative concept which re-engages the true soul of the brand. The Original and Vintage style category is one of our signature aesthetics, it is loved by the style obsessed all over the world and across generations,” said  Phil Dickinson, creative director.

“We were looking for an icon to embody this relaxed confidence and bring a level of rebellious charm. Today, no one does this better than Hero. We were inspired by the idea of Heroes and Rebels, which kind of feels right and natural for launching this collection.”

Hero Fiennes Tiffin added: “For me, this was a great partnership and creative project, as this is the kind of style I love to wear anyway. I was once given some very good advice: Make sure you wear the clothes and don’t let the clothes wear you.”

The actor is also the ambassador of the new Salvatore Ferragamo men’s fragrance Ferragamo and has fronted campaigns for Dior Men’s and H&M.