Sweaty Betty
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AW15 campaign

An alluring combination of California's laid back West Coast vibe and London's unmistakeable edge, the Tomboy collection is everything you need for the skate park to yoga class, and everywhere in between. It is strong, unexpected and united by the spirit of rebellion. Let this season remind you to be playful, and to leave a mark of individuality wherever you go. It is time to break the mould. It is time to join #TheTomboyTribe.

Summer Location Story

To showcase a new collection complete with hazy hues and iridescent prints, Sweaty Betty's summer shoot needed to be in a place of untouched natural beauty. Somewhere that captures the light and inspires a sense of stillness. So when Creative Director Tamara Hill-Norton spotted photos of Walchwil, Switzerland posted on Instagram by a friend and yogi-in-training, she knew there could be no better destination to set the scene for SS15. Nearby Lake Zug bends the light from the sun to cast a silver sheen over all that surrounds, and hopefully you agree it breathed life into an already spirited collection.

AW15 creative inspiration

Inspired by Sweaty Betty Global Ambassador and F1 star Susie Wolff, and every single woman transforming the playing field within male-dominated sports, this season seeks to defy gender conventions in fitness and fashion. It explores inner strength, and how clothing amplifies the expression of self-identity. Tomboy comprises of many design features that collide to form one of Sweaty Betty's boldest collections yet. From oil slick prints, to daring cutaways and cropped lines, to powerful leather accents - every piece channels traditional areas of masculinity and reclaims them as a playground for women.

Tamara's Fashion Edits

See how Tamara is styling the new collection, with trademark British layers in mismatched prints and cool casual roll-up cuffs.

tamaras edits
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