×
28 148
Fashion Jobs
ALICE AND OLIVIA
Sales Supervisor - Palm Beach
Permanent · Palm Beach
ESTÉE LAUDER
Training Manager - Estee Lauder - 40 Hours - Herald Square- Macy's - New York, ny
Permanent · New York
ESTÉE LAUDER COMPANIES
Senior Producer/Project Manager - Elc Online
Permanent · New York
BATH & BODY WORKS
District Manager - Bath & Body Works - Raleigh
Permanent · Raleigh
L'OREAL GROUP
l'Oreal Usa, Manager of Performance Marketing & Consumer Acquisition
Permanent · York
L'OREAL GROUP
Senior Manager, Marketing- Cerave us
Permanent · New York
L'OREAL GROUP
Manager, Global Marketing (Cerave)
Permanent · New York
L'OREAL GROUP
sr Analyst- Acd Dmi Finance
Permanent · New York
L'OREAL GROUP
Director - Corporate PR
Permanent · New York
L'OREAL GROUP
Manager - Customer Marketing (Target)
Permanent · New York
HUGO BOSS
Junior Account Executive
Permanent · New York
NEIMAN MARCUS
la Mer Business Manager - Sales Salary Plus
Permanent · Millburn
NEIMAN MARCUS
Loss Prevention Associate
Permanent · Troy
NEIMAN MARCUS
Tom Ford Business Manager - Sales Salary Plus
Permanent · Paramus
NEIMAN MARCUS
sr Manager Retail Performance & Store Operations
Permanent · Garden City
NEIMAN MARCUS
Market Visual Manager
Permanent · Paramus
NEIMAN MARCUS
Market Visual Manager
Permanent · Houston
NEIMAN MARCUS
ta Specialist – IT
Permanent · Dallas
NEIMAN MARCUS
Tom Ford Business Manager
Permanent · Fort Worth
NEIMAN MARCUS
Market Visual Manager
Permanent · San Francisco
NEIMAN MARCUS
sr Manager, Executive Recruiting
Permanent · Dallas
NEIMAN MARCUS
ta Manager, Marketing, Merchandising And Creative
Permanent · Dallas

Superdry goes back to its roots with emphasis on vintage Americana

Published
Sep 16, 2020
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

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 Heroes and Rebels campaign revisits the brand's vintage influences - Superdry


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.


Key looks from the AW20 collection include varsity jackets, classic white t-shirts and hand-finished denim jeans - Superdry


“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.

Copyright © 2020 FashionNetwork.com All rights reserved.