To the beach

Daniel W. Fletcher’s latest collection pays tribute to the British seaside
By Finn Blythe | Fashion | 18 September 2020

Following up on the slimmed-down capsule collection that he presented in June, Daniel W. Fletcher continues his nimble approach to seasonal releases with his Pre-Spring 2021 collection, unveiled today as part of London Fashion Week.


Comprising 24 individual pieces, all made with local manufacturers and immediately available via his e-commerce site, the collection embodies Fletcher’s continued commitment to a flexible operation that can quickly adapt to sweeping market changes. “For me, offering smaller capsules, which are scaled to work with the current size of the Daniel W. Fletcher brand, and also prove to be more conscious towards our environmental impact is a much more efficient and effective way of working,” says Fletcher.

Taking its visual cues from the British seaside, with accompanying coastal imagery shot by Ash Kingston, the collection distills the essence of Fletcher’s interest in national heritage. Deckchair stripes feature on a matching two-piece of short-sleeved shirt and shorts, rugby jerseys are given a provocative twist with a navel-revealing zip and split hems, a signature of Fletcher’s, return on lightweight trousers. Shot on excellent French-American musical duo Faux Real (Virgile and Elliott Arndt), it’s a sparkling swansong to an unforgettable British summer.


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