Tinie Tempah really is the talk of the town, and with this impressive presentation, are you surprised?
Located in the Old Truman Brewery, London, the What We Wear Spring/ Summer 18 presentation titled ‘Bring Your Game’ proved highly successful. The 28-year old singer and songwriter, Tinie Tempah, ditched the traditional form of a presentation and stirred it up with excitement.
The presentation was based on a bespoke half basketball court, marked with the ‘WWW’ logo. Models were playing the game, shooting hoops and dribbling down the court, whilst others sat around the sideline on benches, before rotating. The idea behind this was to evidence that the sportswear men’s collection is just as suitable for practical purposes than it is for fashion desires. Tinie paid attention to detail, making sure every model showcased the full potential of the garments; he even had them all using WWW branded basketballs whilst wearing the WWW white sports socks (which we really love, by the way).
Tinie stated: “I wanted to show the durability and practicality of the collection…we decided to do a sporting concept to be able to show how durable the clothes are and how functional they are for a man.”
The lineup was made up of working jackets, trousers, shirts, shorts and tracksuits in materials of neoprene, linen, corduroy and mohair- unusual activewear fabrications, but we know they work…we saw it! He has successfully managed to modernise sportswear, whilst maintaining a designer aesthetic that people desperately sought after.
It was refreshing to see models having fun during a long presentation. We are all too used to seeing their stern faces as they stand around endlessly. Towards the end of the presentation, the models were mingling so much that there were no distinct lines between who was modelling in the show and who wasn’t. This only gave a further demonstration of how wearable the collection is, whilst giving the brand a friendly and approachable image.
Tinie Tempah’s What We Wear SS18 collection collaborated with eyewear brand Cutler & Gross and footwear brand Converse to complete the presentation; a job well done!
WORDS: LAUREN NOBLE | FASHION WRITER
PHOTOGRAPHY: JULIA FALKNER | PHOTOGRAPHER