We love working with innovative product and designs here at iHeart Studios. We are actually really inspired by the way experimental and conceptual product photography can be playful with products, and how it can really demonstrate their essence and personality. This is why the Ben Sherman S/S14 Parachute Collection was perfect for this shoot which forms the second instalment of our Shoreditch Art Wall takeover. We are delighted to have an interview with Mark Williams, Design Director at the leading heritage brand who gives us some background information on the collection.
Tell us about the inspiration behind the Parachute Collection? What made you think of this for SS14?
For some time now, I’ve been looking for a special fabric that can set the tone of the collection, a fabric that is so strong people will remember the collection by it.
With this in mind, I found an ultra light weight nylon with a mini check rip-stop construction woven into it. This fabric reminded me of that used for original military parachutes, only this had a new modern feel to it.
We then studied the actual constructions on a parachute and loved the linear graphic lines that came from them. By combining these graphic elements together we created a new cloth to be made into our many iconic styles, ranging from the button down shirt to the fish-tail parka.
We love working with garments and thinking how best to portray them and capture their essence and personality - what do you think of our abstract images?
The images are great and they show off the fabric in the same way I originally imagined it to be. With the sun rays flooding through the cloth, showing off the structure of the fabric.
Do you have a favourite piece? If someone were to buy one statement piece from the collection, what would you suggest it was?
My favourite piece is the nylon parka, it has a detachable padded inner jacket but can also be worn as a fly weight layering piece. The print on the lime colour really worked well and captures the overall feeling of the concept.
What are your plans for future projects? What’s next for Ben Sherman?
Future projects involve focusing on the brand heritage pieces and taking our use of premium fabrics and processes to the next level.
Manufacturing parts of our collection closer to home in England, using the best local factories, and using fabrics that we feel have a close connection to our British Roots will also play a part.