Wax London SS24 Highlights How Clothes "Come Together"
Creative director Tom Holmes transforms quintessentially British household items into everyday garments, utilizing pointelle, crochet, seersucker, linen and embroidery.
Wax London’s design dialogue takes cues from its founding namesake city, offering a “patchwork of culture and ideas” floating through England’s capital. For Spring/Summer 2024, the label has chosen to spotlight the making of its U.K.-inspired garments, in a line titled “Come Together.”
In an accompanying campaign video, creative director Tom Holmes stealthily swipes quintessentially British homewares, like patterned blankets and cloths, from their proper places in a still house. Championing the brand’s hometown favorites, each taken item forms a part of the collection, as Holmes reworks their textiles into ready-to-wear from a dimly-lit workshop in the subsequent scenes.
Pointelle, crochet, seersucker, linen and embroidery define the lineup, which consists of expanded takes on the brand’s most popular silhouettes (thanks to consumer demand). The label’s Didot range grows with statement decorations like “Daisy,” “Ornate” and “Beach” embroidery, while ripstop jackets and sustainable suede trousers mark an evolution in Wax’s core wardrobe.
“We’ve taken a look through a nostalgic lens and drawn inspiration from the ’60s for shapes and silhouettes while reimagining our hero shapes with a fabric-first approach with appliqué, embroidery and jacquard fabrics taking center stage,” Holmes told Hypebeast. “This has culminated in a collection we feel brings a bit of fun and brightness to the way people dress.”
The brand utilizes Ikat hand-dyeing techniques to finish matching shorts and trousers, and subtle shirting enlists textural fabrics with pintuck detailing for a refined aesthetic. Wax’s best-selling suits are made in new linen colorways, including burnt copper, while jacket and short co-ords build on the imprint’s casual wares. Rounding out the range, Holmes tends to his ever-evolving accessories division, with new hats, socks and tote bags.
Wax London’s Spring/Summer 2024 collection, “Come Together,” is now available to shop on the brand’s webstore and in its retail outposts. View the line in the gallery above, and watch the campaign video below.
