Superdry is a contemporary brand focused on high-quality products that fuse vintage Americana and Japanese-inspired graphics with a British style. We were proud to welcome Superdry to Graduate Fashion Week for the first time this June, with many job roles available on their stand, a new award and an informative conversation with Siri MacDonald in the GFW Live! talk space. Supporting up and coming talent is something that Superdry feel incredibly passionately about and they were excited to uncover the designers of tomorrow, ensuring they are recognised. From influencer takeovers to award winners, find out what Superdry got up to at GFW18!
Grace McGovern, Superdry enthusiast and model, headed to the Truman Brewery during Graduate Fashion Week 2018 to take over our Instagram stories! Grace took you to the Birmingham City University show, sat in the pit with the photographers and strolled down the catwalk! To see the full takeover head to our Instagram!
Siri MacDonald, head of Superdry Womenswear Design joined Hilary Alexander OBE to discuss all things Superdry and career pathways in the GFW Live! talk space, and presented the Superdry Outerwear Award to Helena Green, of Liverpool John Moores University, during the prestigious Gala Awards Show. Charlie Mein, who won the Clarks Footwear Award, was the runner up. For the first time, the Superdry Outerwear Award recognised the talent of pieces suitable for outdoor activities, designed by those who push boundaries.
In the GFW Live! talk space, we learnt Siri's career history, from Graduate Fashion Week in 2005 to her current position at Superdry. Graduating in 2005 from Northumbria University with the GFW River Island Print Prize under her belt, Siri MacDonald’s career “was made”. Going on to work at the likes of River Island and Next, she gained an understanding of the drastic difference between university and industry work.
Read the full talk insight here.
Words by Annabel Waterhouse-Biggins