Home > community > blogs > tamara

Introducing London Edit AW17

posted on Tuesday, 22nd August 2017 | find under Tamara, Fashion
Every season our design team create an exclusive London Edit, a limited-edition collection that eptiomises the seasonal theme filled with innovative pieces with a fashion edge. Inspired by Japanese design and Scandi style, the new 9-piece collection is our most exciting yet. We caught up with designer Jess to get the lowdown. 

london editModel Chiharu wears the Sakura TeeShirayuri Skirt and Shion Leg Warmers with the SBxPinnacle Bike

What was the inspiration behind the London Edit?

The AW17 collection followed on from an amazing design trip we took to Copenhagen and Stockholm, where we were inspired by an exhibition on Japanese design and the amazing street style we saw there. When we returned to London, we created a moodboard and decided to fuse Scandi and Japanese design aesthetics.

Our London Edit collection is always the starting point to our design process. This time we were really excited about the seven principles of Japanese design, which encourage a really minimalist and clutter-free approach. This can be really seen within Scandi style and the cool styling of the urban commuter that was really prevalent on our moodboards. 

How did the design process begin?

We began by looking at how the Japanese used to make their kimonos. They started with a single square of fabric and were inspired by the purity of this. So we replicated the process by taking material and folding it into the body to create amazing new shapes. We loved the folding, tucking and pleating, creating beautiful pieces from a few pieces of fabric with as little wastage as possible. The first piece we created wasthe Kiku Vest with this amazing asymmetric detail. 

As we experimented, we spoke of how in Copenhagen cycling plays such a huge role in the culture. All the Scandi girls cycle to work and look amazing; so we decided to fuse the two ideas. 

What's your favourite thing about the collection?

I love how we've taken some fashion fabrics, particularly denim and added little fluoro trims in unexpected places. These pieces are quite sporty and cool; they're a whole collaboration of fashion and fitness with a Sweaty Betty signature.

What makes these pieces so special?

It's all about the fabrics, we've combined technical details with our more fashion fabrics to create a softer silhouette, We've hand selected materials including durable Japanese denim and eco-friendly fabric that contains recycled paper, which is really new for us. 

Can you actually wear these pieces to cycle?

Yes! We wanted to create technical pieces that fit with the idea of a girl who commutes but is unwilling to compromise on fashion. All the fluoro tape you see throughout this collection is reflective, so you can cycle in the dark. Plus, as always it's all in the details. The Shirayuri Skirt has a zip you can adjust on your bike for more movement and the Sayuri Tapered Trousers can be rolled up to stop them getting caught in your wheels. 

And there's a bike?

Yes, we have teamed up with Pinnacle to create an exclusive SBxPinnacle bike that fits perfectly with the collection (find out more here). 

What's your favourite piece?

It has to be the Tsubaki Cape it has the style of a kimono but is really technical, with fully waterproof fabric and reflective taping. It's a really cool update on a classic cycling jacket, designed to be worn beyond your commute. 

Shop the limited edition London Edit today. With only 9 pieces in limited quantities act fast to secure a piece of fashion history. 
(Leave blank to show as anonymous)
(Required, this will not display)
Back to Top
email a friend