We exclusively launched our Precision/Fluidity, our SS18 collection, at London Fashion Week Men’s on Saturday 10th June 2017. Both our Menswear and Womenswear collections were showcased at our very first catwalk in front of 450 guests, with a further 150 watching from the street.

Key attendees included: Jim Chapman, David Gandy, Dylan Jones, Toby Huntington-Whiteley and Ashley James – who were all excited to see the latest installment of The World’s Finest Knitwear.

This season, everyday items are carefully edited to their quintessential form and function, freed from distractions to focus on what is important. Shapes and materials are finely tuned for the perfect balance of aesthetic appeal and practical simplicity. The combination of high concept and low maintenance gives sustainability, communicating both the extended lifecycle of the object, and the considered style of the owner. Precision

meets fluidity is a representation of curated construction, wearer understanding and the fluidity of our transeasonal garments garments.

A subtle influence of Japanese waters unites these heralded pillars of our brand, whilst the use of an original watercolour brought back to England by John Smedley II himself creates a beautiful emblem as the pinnacle to the collections.

Jess McGuire-Dudley
Design & Marketing Director, John Smedley

Key Menswear styles on display included:

Our first ever fully knitted suit; expertly crafted in the super-luxurious Extra fine Merino wool.

Duxford: Our latest and most contemporary addition to our Polo Shirt collection.

Laxton: Our 30 gauge pullover, beautifully crafted in John Smedley’s Sea Island Cotton; featuring SS18’s signature Japanese water pattern.

Key Womenswear styles on display included:

A 100% Silk dress; especially crafted for the show.

Betley: Our beautiful Silk/Cotton blend sweater featuring elegant wrap-around belts.

Emley: Detail is key; this twist front sweater is the epitome of off-duty luxury.