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French Connection Limited

Superdry Launches Premium Lounge

Superdry premium loungeCocktails, colour and collaboration were the order of the evening at the launch of Superdry’s Premium Lounge; home to the label’s newly introduced personal shopping experience. Hosted in alliance with Shortlist and Stylist magazine, an army of bloggers, press, and a few lucky readers were invited downstairs to the beautiful Art Deco lounge of Superdry’s flagship Regent Street store. There, guests could casually peruse the collections, admire the décor, and discover just what’s on offer at the Premium Lounge.


Timothy Everest

Superdry mensWhile Copper Label denim and Luxe for women were sewn throughout the showroom, it was Timothy Everest who took centre stage. The collaborative range of tailoring was showcased more extensively, after making its first appearance on the spectacular runway of Superdry’s big budget event of London Collections: Men. Town coats, town jackets and rebel jackets featured heavily, consisting of thematic dark bodies with vibrant splashes of collar colour.

It was interesting to see the soft leather jackets and Timothy Everest’s creations side by side.  As both feature upturned collars and relaxed but defined frames, it was nice to see such a likeness in design – one that has become somewhat of a signature for Superdry.

Personal Shopping & Tailoring Service

Among the display of Superdry’s latest collections, key highlights of the event included their new personal shopping and tailoring service, with the added bonus of personal monogramming.

If you’re in need of an adjustment to your newly purchased Timothy Everest town jacket, why not go the whole colourful nine yards and have your initials embroidered onto the hem to match your vibrant collar. Head over to for bookings and further information.

Overall, it’s clear to see that the Superdry Premium Lounge is a welcome addition to the flagship store on Regent Street, adding even more class to a prestigious brand that sits so neatly between high street style and designer elegance.

Written by Luke Fazakerley

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