British cultural institutions are a well-established core of Daniel w. Fletcher‘s identity. Little surprise therefore that the designer is heading to the beach for his new Pre Fall 2021 collection, a location he has celebrated in the past only this time he’s (quite literally) setting up shop with the opening of his first ever seasonal store in Margate, Kent.

At the centre of Fletcher’s nautical explorations is an all-too-relatable longing for freedom and movement. His collection hits all the familiar notes of paired-back seaside revelry but is crucially  interspersed with flashes of sharp tailoring and sensuous evening fabrics. Take the denim shorts for example, or the soft gingham-style beach blanket and note the juxtaposition with a delicate satin twin set or a silk ruched shirt. This is dressing for day and night, a wardrobe for the busy schedules that eluded us for so long.

In many ways, Fletcher’s call to the beach is a literal one. Not only is this collection about seizing the opportunities that have been withheld for so long, it’s about celebrating the designer’s new season brick and mortar location in the coastal town of Margate. From 1 July, Fletcher will be opening the store which will not only house the Pre-Fall collection but will also stock a selection of his beach-accessories, from DwF buckets to spades and deck chairs.

Daniel w. Fletcher’s Pre-Fall collection is available to purchase online as well as as Harrods and Ssense before being available at the brand’s pop-up store in Margate from 1 July 2021.