Fred Perry introduces its latest collection for the Spring/Summer 2019 season with the collaborative efforts of Art Comes First. The duo draws strong inspiration from Jamaican culture for the range, spotlighting the label's admiration of record sleeves with four designs that recall the Caribbean.
The lookbook takes place in Jamaica to secure the overarching theme, with the help of record shop Rockers International members to model the pieces as well. The designers Sam Lambert and Shaka Maidoh adorn the signature polo shirt with the special M12 Twin Tip two new iterations -- both of which arrive in bright colorway options. The first showcases the Laurel Wreath emblem and the second is more modern with track tape along the arms. The shirts are packaged in a record sleeve that is designed to recall ska, rocksteady, and reggae themes, made by Art Comes First.
Jamaican-Themed Fashion Capsule
Fred Perry is Joined by Art Comes First on a New Set of Designs
Trend Themes
1. Jamaican-inspired Fashion - Opportunity to create a new line of clothing based on Jamaican culture and music.
2. Collaborative Design - Opportunity to partner with other designers to bring fresh perspective and diverse cultural influences.
3. Fashion Lookbook as Marketing Tool - Opportunity to leverage a lookbook as a method of marketing and brand promotion.
Industry Implications
1. Fashion Design - Industry could benefit from drawing from diverse cultural influences to produce fresh designs.
2. Music Merchandise - Industry could explore partnerships with fashion designers to create branded merchandise that ties into the music and culture.
3. Marketing & Advertising - Advertising industry could work with companies to leverage new mediums such as fashion lookbooks to promote products and services.