Shopcade Hits London Collections: Men SS15


London Collections: Men

London Collections: Men | Photo Credit:

London Collections: Men SS15 happened earlier this week and Shopcade hit the Bloomsbury area of London to see what was going to be hot next year in Menswear!

Joseph Turvey

Renowned for using feminine fabrics to create upmarket sportswear, this season he has continued his experimentation of different fabrics and techniques, continuing to bring luxury to streetwear.  He hand painted silk and brushed cottons and created extra textural depth by quilting a fabric or adding huge sequin roundels or using feminine, iridescent fabrics to juxtapose masculine streetwear.

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Joseph Turvey SS15


Each model was painted with Japanese letters and imagery – a particular inspiration this season was Koi Karp – Joseph used hand drawn techniques to incorporate into his signature illustrations found on his silk ensembles.

Next Spring/Summer in the eyes of Joseph Turvey is bright, colourful and sophisticated, yet easy wearing.


The whitewash walled venue reflected the minimal designs you can expect from Swedish brand Common.

To me, the collection had a fresh 90s feel to it – light wash denim, white denim & white leather, mixed with the noughties circa P. Diddy‘s David LaChapelle-esque videos (silver metallics), yet bought up to speed in only a modern way that only the Swedish know how; tailored jogging bottoms, tactile-bonded sweatshirts are combined with smart trousers and fresh white pool sliders.

For Common, their “whitewash” theme was “a metaphor for glossing over and covering up”. 

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Cmmn’s 90s look for SS15



Celebrating 25 years, Duchamp have created a new approach and aesthetic for menswear, taking the concept of the modern British gent and his journey through a Summer season based on three distinct stories: Elegant English Gentry, Contemporary Riviera and Summer Eveningwear.

The first imagines a modern business look with a nod to eccentric Summer styling. Italian wool in muted tones of blue and grey is accentuated with ties and pocket squares made in Suffolk, England in rich yellows and electric blue. Food to accompany this was of course English High Tea – how quintessential!

Next, the Contemporary Riviera encapsulates pastel coloured linen trousers and kaleidoscopic paisley scarves accompanied by cured meats and savoury bites and finally Summer eveningwear cranked things up a notch. Velvet suit jackets and silk shirts presented the dapper evening gent – super slick and effortlessly cool. This guy gets custom made sushi as well as a signature cocktail; sounds like a fantastic life as a Duchamp man!

Make-up was kept minimal so that the clothes could shine.

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Backstage at Duchamp with AOFM Pro make-up team


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From Elegant English Gent to Summer Eveningwear at Duchamp with food stories to match each theme!


James Long

Situated in the Old Sorting Office Space in New Oxford Street, James Long’s Spring/Summer 2015 was vivd and contemporary. It was all about texture with quilted backpacks, bubble knits and lurex jersey.

Bonded is the new word on the catwalk for James Long as his sweatshirts and shorts were bonded with an abstracted and handwritted ‘JAMES’ which I thought was quite a unique touch.

All in all Spring/Summer ’15 looks bright and colourful with two options : either be daring and mix up masculine or feminine, or stick to being a true gent!


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Final Walk at James Long


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Backstage at James Long with the hair extensions


The Moschino x Jeremy Scott x iD party was THE party to be seen at!
We were there catching up with old friends and some new from the industry complete was delicious frozen mojitos in hand.

Whilst the DJ’s banged out the tunes the fashion set were out in full force to support the Jeremy Scott x Moschino collaboration – the first of its kind! We bumped into ASAP Rocky, homegrown talent such as MNEK, Pixie Lott & her model boyfriend Oliver Cheshire, Paloma Faith and the ultimate ‘It’ girl, Daisy Lowe & her crew of fashionistas! Definitely one of the best fashion parties I’ve been to in a while.. The late night ended with the temptation of KFC and an Uber ride home!

We can’t wait til next season!


Through the wink of an eye….Shopcade’s social media manager Sahar & I.


Loving the Moschino x iD branding on the DJ booth!

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