Lee Cooper has unveiled its Spring Summer 2016 collection, celebrating the brand, and those who wear it, different – “Made To Be Different”.
“Made to be Different” focuses on the diversity of the East London community and how fashion is ‘hacked’ to create that gritty individual look. Style and individuality has always been born on the streets around East London and Lee Cooper draws on this inspiration in both the collection and campaign.
The campaign brings attention to the people who express themselves through style wearing Lee Cooper, those who love to have fun, and those who dare to be different.
It’s about personal, subtle nuances. It’s the layering of different types of denim, it’s rolling up a sleeve to display a tattoo, and it’s the jewelry that is paired with jeans to add your originality. It’s not just a statement, but a state of mind.
Modern costermongers, third generation market traders working in the East End, inspire the SS16 collection. Their grandparents worked in Spitalfields Market, selling fruit and veg, and were known for their flamboyance, love of colour and swagger. Today, this modern generation is made of entrepreneurs, artisans, craftsmen and designers who still live and work in the East End, but are doing things a bit differently than those before them.
The collection has an eclectic fresh look; featuring styles inspired by generational hand me downs mixed with modern silhouettes. The Lee Cooper denim includes the classic Harry & Pearl fits, made in interesting fabrications, dark blacks, greys and acid washes.
While Made To Be Different is about expressing individuality in the way we dress and style ourselves, this individual identity is also apparent in interests, passions and hobbies.
This season, Lee Cooper has also introduced a campaign video, correlating fashions, passions and interests with a featured bike polo match. The video conveys the idea that there is more to people than meets the eye and culminates with traditional English polo match, done a bit differently. Look different. Play different. Made to Be Different.
Lee Cooper. Made to Be Different. #madetobedifferent