International fashion brand Superdry, has launched its SS21 campaign, Superdry, Made for Summer. From the beach to the trail, the trail to the bar, Superdry is made for summer and everything you want to experience this season with a sustainable twist.
The campaign, shot against Melbourne’s picturesque peninsular coastline, pushes the brands sustainability messaging to the forefront by featuring the brands most recycled and ethically sourced product in frame.
“We are proud to be playing our part,” says Superdry’s Head of Marketing and PR, Matthew Iozzi.
SS21 for Superdry highlights the brands ongoing commitment to global sustainability. Featuring more and more organic cotton lines, ethical fabrics and recycled plastic products, Superdry’s ‘Made for Summer’ campaign illustrates the brand dedication to a brighter and cleaner future for fashion.
The brand, traditionally known for its jacket offering, earlier this year announced its recycled plastic filled and ethically sourced down range. This season, the brand unveils new eco-friendly fabric selections including EcoVero,a fabric derived from certified renewable wood sources using an eco-responsible production process, and a new range of leather-look, vegan, waxed cotton jackets.
The latest collection which features linen shirts and breathable fabrics, speaks to the wider global goals of the brand which seeks to transition to 100% organic cotton across the entire business by 2030, convert 100% of packaging to recyclable, reusable or compostable alternatives and run 100% of the global owned store network on renewable energy sources by 2030 also.
“The team have worked tirelessly to create a range that is truly unique and relevant for the summer season” says Iozzi.
Beyond this, the campaign speaks to a brand refresh the store network underwent during the COVID lockdowns across New Zealand, incorporating recycled wooden pallets, plants and salvaged fixtures speaking to the heritage of the brand.
“We have created spaces that speak to both the brand and the customer” says National VM manager, Kate Massey.