Sweaty Betty has released its latest limited edition London Edit collection fusing Scandinavian and Japanese design aesthetics.
Inspired by Japanese origami and kimonos, the London design team has incorporated folded fabric onto the body to create new silhouettes for 9 highly original and customised pieces.
The other dimension of this collection is the cool styling of Scandi girls on their morning cycle and shades of blossom pink, made for the urban commuter.
Sweaty Betty Designer Jess Adamson and Founder Tamara Hill-Norton reveal the inspiration behind the London Edit –
The AW17 collection followed on from an amazing design trip we took to Copenhagen and Stockholm, where we were inspired by an exhibition on Japanese design and the amazing street style we saw there. When we returned to London, we created a moodboard and decided to fuse Scandi and Japanese design aesthetics.”
The collection places strong emphasis on the fabrics. The design team has combined technical details with more fashion orientated fabrics to create a more sympathetic silhouette. All materials were hand selected including durable Japanese denim and eco-friendly fabric that contains recycled paper.
The collection is available for a limited time only at selected Sweaty Betty stores and online.
SB X Pinnacle Bike
In addition to the apparel featured in the London Edit, Sweaty Betty has partnered with Pinnacle to create a stunningly designed bike. Blossom pink with Sweaty Betty signature fluoro touches, your commute has just got significantly cooler with this limited edition bike.