Mercedes-Benz Focus: Shaun Samson

The designer brings the West Coast to WC1

Fashion Incoming

For our ongoing Mercedes-Benz Fashion Broadcasting series, we look at the exceptional work of three up-and-coming LC:M designers. Shaun Samson delivered an accomplished collection with a youthful take on modern streetwear. His previous collections have explored teenage angst, masochism and street gangs – so this season he blended them together, but with a more relaxed edge. Sheer oversize shirts, scaled-up wetsuit style perfomancewear tops and hoodies with holographic branding were paired up with low-slung shorts, metallic top trousers, platform skate shoes and branded beach towels, perhaps a new version of the sarong for men. As the models walked with the nonchalant spirit of youth, their masculine and tough exterior contradicted the feminine-edged translucent candy shades of rose, mint and lilac across georgette and silk organza, bringing a softening to a heavier urban aesthetic.

This collection was filled with laid back old school decadence and a distinctly hip-hop feel, as Kendrick Lamar’s “Swimming Pool” transported you from the front row in London to the sun-soaked basket ball courts, skate parks and beaches of West Coast America, but with a new British attitude. "I'm looking to re-create the ultimate summer party. School is out and everyone is at the beach wearing their favourite outfits” said Samson.

For more on Mercedes-Benz Fashion Broadcasting click HERE

Director: Sam Rowland, Producer: Tom Knight, Music courtesy of Willam Arcane - The Theory

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