Superdry is a bit of a phenomenon in the UK if you ask me. Freshly after the store saw its launch, I remember studying the business model/success story of the brand during my Business Journalism course (still my favourite out of them all, just so you know).
It’s crazy to see how quickly it rose to fame in the UK; I think probably a few years ago there wasn’t a human being in this country that didn’t own a Superdry logo-ed tee. They were in huge demand and insanely popular. The brand has since moved on to form a solid presence in the market rather than just being a one hit wonder; there have been loads of high street chains that are here today, gone tomorrow. Anyone remember Bay? I think I bought a top there once. It shut down what it feels like almost a minute after I regained my sanity and took that top back. It was a really ugly top, that one.
Moving on. I can’t see this happening to the Superdry emporium; the designs are so well done, so preppy, so sporty without being in the gym-gear category and just work well for weekend or day wear. It’s a win-win formula if you like, as most of us are constantly searching for the perfect balance between practical and pretty. Superdry serves this on a silver platter with a cherry on top.
Which brings me to update you about what you will most likely be buying for Spring-Summer 2014 from Superdry: This includes neon glow-in-the-dark watches, festival inspired neon plastic bags, and some signature denim with loads of really cool sneakers. I mean really cool. Think glittery, metallic, colourful, eye-catching, call it what you like. You’re gonna want it. Wait and see.
Meanwhile I’d just like to thank the great nail expert who has done my nails ombre red at the event. Pretty cool for just 30 minutes that it actually took the lady. Genius at work, everyone.
I saw and spoke to quite a few famous people in my life. I can’t say I got overly excited or starstruck at the time. I came to the conclusion that the notion of celebrity differs from one person to another. For instance, if I was to see a pop singer in front of me, I would shake hands, ask how they were and wish them a very nice day, while others might faint and scream. Ten times in five seconds.
This was not the case with Formichetti.
Reflecting on seeing him, I could recall my heart being in my throat blocking my ability to speak. School girls are probably more ballsy than I was. I guess the more down to earth and less diva-like the person is, the more starstruck I get. He is a very warm person, really positive and hearty. Diesel, you scored a good one.
Speaking of Nicola’s first collection for Diesel, Tribute; it’s a style that I have always liked as it’s equipped with elements of thrash metal headbanger’s gear. And it gets better. The campaign was shot entirely on a smartphone. The style is as if Iron Maiden or Megadeth decided to bond closely with Pharell Williams and a few Kawaii followers (preferably in chains). It’s brilliant. I would love to get my hands on one of those studded vests. I can see it deflowering an innocent-looking tulle skirt I have. That looks sooo good in my head right now.
I’d like to thank Laura and Casey from Diesel for giving me an opportunity to meet with Nicola. You both are amazing, I am humbled!
Watches and I used to not get along simply because I preferred to be left in a blissful state of ignorance. I mean, think about it, what’s better: freaking out knowing that you are 10 minutes late while you are sweating in an overcrowded tube (oh hi, Waterloo & City line, of course I wasn’t bitching about you) or sparing yourself a few nerve cells (still sweating on the W&C line though). You know you are late in any case – does it help knowing that it’s actually by 12 and not 10 minutes?
This way of thinking was exactly why I used to dislike wearing watches or looking at my phone 30 times per minute which a lot of us are guilty of. Probably makes us look important. However, I have changed my attitude towards watches since, partly because I was late one time too many and also because I got to know the folk over at Fossil.
It might be a personal moment of epiphany slightly nudged by the Fossil folk but I started to realise one thing: WHY SO SERIOUS? The fact that watches are functional and practical does not mean that they have to look so damn official. And that’s what Fossil, in my view, excels in: You want a work watch? Come and get it. You want a party watch? Over there. Play watch? Choose your favourite. And here, have a bag to match it too. And a purse. And a wallet. And a key chain. And an iPad case.
In a nutshell, Fossil knows what it’s doing and it’s doing it well. It made me reconsider my Christmas (or any occasion, really wishlist) and add a few items from its freshly opened Oxford Street flagship store, where people were (believe you me) trying to break into at Fossil’s launch event.
The event itself was particularly pleasant because I bumped into Toni of FYS and spent most of the evening with her and her boyf; Toni and I in front of the lens and her boyf behind it; when I wasn’t obsessing over getting shots of the store, that is.
That was until we decided to join forces for the #FossilStyle challenge where I modelled the #FossilStacks styled by Toni & shot by her boyf. Great teamwork.
Before I go, I will leave you with two words and a link: Heather Watch. Isn’t she something?