Eager shoppers queued outside the Superdry Flagship Store to meet the global star and to buy the collection for the first time. Excitement has been building around the event for the last two weeks including Idris Elba teaser videos breaking the brand’s record for likes and shares online. Social interaction was off the scale on the day with record-breaking engagement across all channels.
At 12 pm, Idris went outside the store to welcome his fans inside while press gathered for photographs.
Shortly after, an Audience With Idris was held where the star gave an aspirational speech on the shop floor. Dressed in a cool navy cashmere crew neck jumper and refined wash jeans, both staple pieces from his collection, the Hackney-born actor said: “Thank you all so much for coming down to see me today. You stood outside waiting for me to show you my collection, and that’s massive to me – I love that. This is a collection I’m proud of, and I hope you like it.” In true Superdry style, attention to detail was flawless with Idris’s personal touches throughout. A live DJ set busted out the star’s favourite tunes while the collection’s cobalt blue branding took centre stage across the store.
The celebrations continued into the evening with a special reader event for close friends, family and special guests, including British boxing champion David Haye and actress Noomi Rapace (The Girl With The Dragon Tattoo). At 7 pm, Idris arrived by an entourage of black Range Rovers and an army of 12 models wearing the show-stopping collection, including ultra-fine thread shirts, cashmere knitwear, tailored heavy wool pea coats, butter-soft leather jackets and Premium triple-stitched down outerwear. The collection is now available to buy online and from premium Superdry stores and selected Selfridges store.
