men's styling: Blood Brother AW18 menswear at London Fashion Week Men's

15 January 2018

Blood Brother AW18 menswear at London Fashion Week Men's

For AW18 Blood Brother takes a look into the Instant Win, Instant Lifestyle promised to us by the National Lottery. - saying IT COULD BE YOU.

Exploring the theme of quick wins and ‘loadsamoney’, Blood Brother looks at the sinister side of immediate excess.

The vulgarity and overindulgence that comes with a huge windfall, blowing it all on monogrammed swimming pools, souped up custom motorbikes and a helipad. Graphic prints continue to be a key feature of the Blood Brother style, featuring scratch cards and player receipts

plus symbols of ostentatious success such as the ‘Hot Tub Club’ and ‘Money Bags’.

Satin suit pieces in retro jewel colours, featuring the ultimate extravagance - a pet tiger, paying homage to the depressing faded opulence of Las Vegas.

Taking inspiration from a lifestyle of excess, the collection references 80’s ski wear, exotic animals and the ultimate ‘new money’ style icons – the gangsters.

Diamond quilted puffas and ski suits in Rolex green and metallic gold, gives a nod to luxury Chesterfield sofas,

whilst oversized ski salopettes and chalet knits in chenille wool complete the apres-ski look.

The theme of garish luxury is realised in animal faux furs and snakeskin prints.

. Repeat print Swarovski crystal embellishment across crisp white denim and luxurious tracksuits reflect the outlook of those with a penchant for life in the fast lane.

For AW18 Blood Brother merges the tracksuit, with tailoring details including bungy cords and a zippable lapel for a sartorial streetwear aesthetic.

Blood Brother updates their popular cross body bag with drawstring pouch detailing and adding larger sizes of ‘stash-cash’ kit bags.

Scarves, hats and socks are in sulphur yellows and knitted golds.

For a second season, Blood Brother has partnered with Cutler & Gross. For FW18, a selection of glasses have been chosen from the archive collection with a focus on vintage frames in translucent and coloured lenses for a retro feel.