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S by sloggi AW18
S by sloggi AW18 campaignPhotography Richard Dowker

S by sloggi’s new image series celebrates lounging in your pants

The AW18 collection – shot by Richard Dowker – is about the beauty in everyday situations

It’s fair to say that seeing images of models in underwear isn’t exactly #relatable. The same can’t be said for S by sloggi’s relaxed AW18 collection, created in collaboration with Dazed Studio. A cast of models lounging around a shared house in their underwear eating popcorn and (presumably) watching Netflix.

The intimate, laid-back style of the images has quickly become the signature of Dazed favourite Richard Dowker, who was chosen to shoot the series. The young photographer has already carved out a distinct aesthetic, using analogue photography and realistic set-ups to capture the subtle beauty of everyday situations.

His vision also reflects the spirit of S by sloggi, a label dedicated to bringing a touch of premium to everyday basics. Its SS18 campaign saw the launch of two new lines, Silhouette and Serenity, but AW18 sees the introduction of Symmetry, a collection which uses laser-cut details and lace mesh panels to elevate simple, comfortable designs.

See more of the S by sloggi collection on the sloggi website.