Sweaty Betty

In the urban jungle of London, on the banks of the Thames, sits the Southbank Centre or more specifically, its undercroft. Famed for its vibrant, statement-making graffiti inspired by the Bowery artwork of NYC, the undercroft and its many rails attract colonies of skateboarders, making it a hub for sporting creativity. Sheltered from the tourists, its low-lit concrete surroundings capture the gritty urban nature of London, giving it the same edgy vibe that can be seen throughout the collection. And given this seasons Parkour-inspired designs with brightly-coloured, graffiti-style prints across the lines, the undercroft proved the perfect shoot location.

A pretty town in the French Alps that is full of rustic architecture, Morzine is a hub of activity. As well as being part of Portes du Soleil, one of the largest ski areas in Europe, it's also home to some of the best snowboard parks on the continent, making it the perfect backdrop for Sweaty Betty's new ski collection and its fashion-forward, snowboardy look. The region is also the host of the Parkour Generations Camps – fitting in nicely with the Parkour-inspired lines of Autumn Winter 2014. The clear blue skies and perfect powdery snow that was bright white during the 5am shoots provided a beautiful contrast to the bright and bold ski prints. The models put each piece through their paces during shooting, as they skied the slopes and tackled the jumps with flair and finesse.

This season is all about juxtaposition, and capturing the hidden treasures of Londons urban jungle in our edgiest collection to date. Inspiration came from all across the city. From seeing flowers in vibrant colours standing out against a towering backdrop of silver and chrome, to the bright and bold graffiti that covers brick walls. With the sun shining through the trees, creating hazy leaf-like shadows on the concrete, we channelled our creativity into statement prints, edgy urban designs and as always, the most innovative of fabric technology.

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