SUPERFINE SS 14 AD CAMPAIGN

Established in 2003 by Lucy Pinter and Flora Evans, SUPERFINE is recognised as an innovative style leader, making jeans with a real London attitude. 

As one of the first pioneers of the skinny jeans silhouette, it has quickly gathered a dedicated following around the world and is point of reference for many of today’s most influential style icons including Kate Moss, Michelle Williams and many more.

This season SUPERFINE channels rock icon Patti Smith, a long time fan of the musician, artist, poet Lucy was keen to dedicate an entire collection to her.

Patti Smith famously used to soothe herself taking pictures, some of her most notable polaroids were taken on the streets on Paris and the surronding areas with her polaroid camera. In an effort to walk in her shoes, Lucy spent days doing exactly that and the final edit of these images feature heavily as print through the rail. 

Keeping true to the poetic theme and to the designers personal taste, colours remain fairly neutral with black and greys key to the rock vibe. White is offered throughout as a light summer alternative aswell as some feminine summer hues. Denim's are offered in brand new wash treatments and designs, whilst jackets are focused on new versions of best selling styles with an added bomber in printed and plain silks.