Set to an upbeat soundtrack, a score of dancers took to the runway before models appeared in garb that perfectly fused Sherman’s classic silhouettes with Holland’s eclectic aesthetic.
Our creative director Mark Williams worked with Holland, who is known for his whimsical prints and playful details. Holland added his own twist and gave an upbeat touch to the label’s classic knitted polos, button-down shirts, T-shirts, jackets, denim, knitwear, trousers and coats.
“Mark had already started working on a collection inspired by Brian Cannon’s photography,” Holland explained. “There are some amazing casual images of Northern Soul nights where people go and dance all night long. And obviously there is the connection with the North of England and myself.”
Holland brought a sportier aesthetic to the brand in the form of technical tracksuits, which featured allover geometric prints and bold patterns. Holland also played with the brand’s logo, which ran down the legs of tracksuit joggers. This was done in bright primary colors for both men and women.