Barbour International autumn/winter 2017 collection presentation for LFWM
Barbour International teamed up with Selfridges to unveil a limited edition jacket on the opening day of London Fashion Week Men’s.
Celebrating their unique motorcycling heritage, their presentation first greeted viewers with the paraphernalia of the sport and its foremost riders, namely Steve McQueen and the US racing team, who proudly wore the distinctive jackets from as far back as 1936. Quotes, ads and newspaper clippings captured the spirit of the brand through time, and footage revealed the evolution of their outerwear, such as the addition of the slanted pocket to accommodate rider’s maps.
The focal point of the display was a collection of their iconic A7 International jackets, customised in collaboration with Scottish artist Robert Montgomery. Quotes from his poems, such as, “The fields must have dreamed the roads from the wind in their grass,” was written across the back of six of the jackets in luminous thread, all hung against a backdrop of one of Montgomery’s light sculptures. The one-off pieces, available exclusively to Selfridges customers, aimed to capture what the retailer called “the free spirit and essence of the brand.”
Eight book-clutching models also gave exposure to the rest of Barbour’s jacket collection, promoting their everyday smart-casual appeal, paired with beards, beanies and trainers, whilst social media sensation Chris Millington alongside models Gwilym Pugh and Richard Biedul launched Barbour’s oh-so-down-with-the-kids new Snapchat channel. Replicas of the statement pieces with the text painted instead of threaded were also being given out to mark the launch.
The focus on Barbour International’s motorcycle history brought to life an authenticity and perhaps forgotten past to their jackets, and while the poetry-embroidered pieces might make too much of a statement for some, the artist collaboration certainly adds a new dimension to the brand.
Sarah Bradbury
Photos: Erol Birsen
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