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.

 Blood Brother have worked exclusively alongside luxury international shoe brand Jimmy Choo, featuring four styles including fur lined slip-ons

 black patent leather loafers

Military style boots and soft leather trainers in fresh whites, deep burgundy and black.

Photographers: Daniel Bruno Grandi @Theurbanspotter / Mohamed Abdulle / Thai Hibbert

Video of show's finale:

Blood Brother SS18 Collection at London Fashion Week:Men

For SS18 Blood Brother asks you to 'LOGIN' and abscond froun current reality, as a form of escapism from an increasingly negative and harmful environment.

It takes an abstract look at the immediate future and the way we are currently treating and destroying our planet. It may not be long before we have to disappear online to seek what we desire.

With the rise of technology, the collection aims to playfully engage into the idea of seeking personal pleasures in a digital 'haven'

Digital prints are used as a medium to explore the digital playground created by the big brother-esque 'BBCORP' .

 These example of fantasy  are accompanied by telling signs of commercialism and glitches in the seemingly perfect landscape in the form of finger prints and sleazy advertising.

 Photgraphic imagery of a Lamborghini Diablo gives rise to the Fast Car colour palette in primary pop colours to show off the digital gigawatt sun.

The collection features checked wool alongside sheer eggshell grey nylon, in tailored city slicker jackets and boiler suits that give an authentic nod to nostalgic and outdated objects of vintage technology.

Hedonistic fringing and tie dying are found,

in addition to the classic trench coat in mock croc encouraging exhibitionism through a removal from human inhibition.

Footwear - the loafer is this season's new addition to the footwear range, creating another link to the yuppie phenomenon of the early tech era