Pretty Green’s new A/W 13 campaign is based around 'The Vinyl Revolution' which captures the resurgence of vinyl and the role of the record store as the epicentre of personal style. Back in the 70’s, the record store was seen as the place to be, where the likeminded individuals assembled as one community sharing their love and passion for music. This community not only had an eclectic and varied opinion when it came to music, but also what they wore.
In recent years there has been a rise in the popularity of vinyl in youth culture, inspiring a new generation to gather around the turntable. This statement has strong parallels with Pretty Green as a brand. The label being only 5 years old has captured a growing net of today’s youth through style and substance.
The new A/W collection looks at the relationship between the past and the present. The Green Label expands to offer modern silhouettes and a wide range of Pretty Green classics, while the Black Label showcases an exclusive collection of limited edition pieces. Much like rare records, they’re worth seeking out.
The key pieces from the range include the Camo jacket, which taps into the patchwork trend which was big across the catwalks for A/W13, and the Upshea stadium jacket which was based around the jackets the Beatles wore at their epic Shea stadium gig. Also to be noted are the luxurious textures and fabrics being pieced together for the Black Label range. Keep your eyes peeled for the dandy tuxedo jacket and a deep velvet pea coat.
Price points are varied with some great staples from the Green Label. The competitively priced polo shirts start from £65. Harrington’s from £125 and the infamous festival jacket reworked into a check for £85. Black Label is the more limited edition part of the range with the higher price point. The black Tux jacket is priced at £395 and the velvet pea coat is £350.
For any queries and more information check out www.prettygreen.com
In the coming month also look out for my more in depth look at the Pretty Green A/W range. I will also be talking to the head designer Mr Pat Salter on his inspiration and thought process behind the collection and the label going forward.