Superdry has partnered with Swedish music artist Zara Larsson on its “Icons of Style” campaign, which is part of the brand’s “reset” following the return of founder and CEO Julian Dunkerton last year.
Larsson has selected an edit of the British brand’s iconic outerwear, which has always been at the heart of its offer, to wear in the campaign.
Under creative director Phil Dickinson, Superdry has divided its offer into four collections Original & Vintage, CODE, SDX and CULT STUDIOS, the latter two being the brand’s new “pinnacle concept” collections.
In the campaign Larsson wears the limited edition Red Metallic Biker from Original & Vintage, the limited edition Metallic Toya Bomber and the Alpine Lux Padded Jacket in Black from CODE, the Longline Down Padded Jacket from CULT STUDIOS, along with the down-filled SDX Reversible Longline Puffa in Desert Bone and the SDX M65 High Shine Jacket in Khaki.
“Jackets are the statement piece in any look you are pulling together. Superdry has been creating some of the best quality jackets for years. We have an amazing design studio at Superdry, and this is one of our strongest product categories, I have a few of our iconic styles in my wardrobe.
“And for me, the coolest thing about the jackets beyond the quality, the premium materials, colour runs, and detailing is that anyone can style these up to suit their personal style and look really strong,” said Dickinson.
Larsson was selected for the campaign due to her “unique and honest approach to style and expression”. The 22-year-old is a multi-platinum selling artist and has been nominated for four BRIT Awards.