YMC Reveals New "Wish You Were Here" Postcard Campaign

Showcasing its holiday-themed capsule.

By //Fashion

Following on from its Athens-shot imagery for its “Wish You Were Here” capsule, London’s YMC has released another campaign for its latest collection. The new imagery develops the nostalgic look at summer holidays from the earlier campaign, with a tongue-in-cheek take on postcards from iconic holiday destinations including Cancun, Miami Beach and The Great Wall of China.

The collection itself draws on a wide range of influences, including Mexican folk art and safari patterns. In terms of material, the Spring/Summer 2018 capsule features everything from light Italian linen fabrics to traditional British waxed cotton. Key pieces from the “Wish You Were Here” collection include candy stripe zip shirts, cropped peg trousers and a series of accessories made from Japanese selvedge denim. Take a look at the new campaign imagery above, and head over to the YMC web store to get your hands on the collection.

In other fashion news, check out the inaugural collection from Canada’s AD IDEM.

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YMCLookbooksSpring/Summer 2018

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