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.

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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