Love Is On The Run For Wax London SS25
From sunrise to sunset, this collection embraces all shades of the Americana desert.
Serene Americana indigo blues, shades of sandstone, and relaxed linen suiting define Wax London’s new SS25 collection. Titled “Embrace the World,” each piece was designed as a tribute to the multicultural experiences and human connections that have helped build the brand since 2015.
Light-washed blues, pinks, and tans form the base of the collection’s daytime color palette across linen suits. For the evening, hues deepen, offering rusty browns and midnight navy selections. The collection is also punctuated by boldly printed Jacquard jackets, remixing familiar patterns like the Wax jigsaw print.
The collection also celebrates the brand’s upcoming 10th anniversary. “The dedicated work from the team has resulted in something I am truly proud to present. It is our strongest Spring offering to date, and our coinciding campaign reflects that,” said creative director and founder Tom Holmes. “The brand has continued to evolve, and I am excited about what 2025 has in store for us and our community.”
Posed as part homage and part love letter to old Hollywood cinema, Wax also unveiled its most adventurous project to date, the collection’s campaign video “Love On The Run”. Inspired by the classic films of Holmes’s youth, the film depicts characters Ben and Coral road-tripping across the expansive Californian vista in full Wax SS25.
Wax London’s SS25 collection is available now at US stockists and online at Wax London. Prices for the collection range from $26 USD for basics like socks and underwear to $815 USD for a brown tonal suede jacket. You can check out snippets from the “Love On The Run” campaign above.
