In an era where the constant hum of modern life can feel overwhelming, Wax London’s latest collection, “Escape The Noise,” offers a refreshing antidote. The AW24 collection, inspired by the serene landscapes of Scotland’s western isles, takes us on a restorative journey that celebrates simplicity, connection, and the raw beauty of nature. This collection is more than just clothing; it’s a narrative—a story of a father and son reconnecting with nature, far removed from the chaos of urban life.
A Journey to Simplicity
The “Escape The Noise” campaign, centered on the tranquil surroundings of Scotland, paints a picture of peace and restoration. As the father and son traverse the rugged landscapes, building fires and exploring by boat, the collection they wear embodies this return to the basics. Each piece reflects the calm and solitude of the countryside, offering wearers a chance to reconnect with life’s simple pleasures.
Knitwear Takes Center Stage
Responding to the overwhelming demand from AW23, Wax London has significantly expanded its knitwear category, now making up 40% of the AW24 collection. The collection features an array of chunky knits in soft pastel tones, alongside more striking pieces like the printed landscape crew neck knit and the brushed stripe knit, which stands out as a seasonal highlight. The Alban Cardigan in Pink/Ecru Paisley introduces a new style to the brand, with variations in navy and a grey mohair blend for added versatility.
Another exciting addition is the Polo style knit, crafted from a luxurious cashmere-cotton blend that adds a touch of sophistication to everyday wear. A bouclé yarn, introduced this season, enhances different silhouettes in the collection, offering a cozy yet stylish option for the colder months.
Overshirts and Outerwear: A Winter Essential
Wax London’s signature Whiting Overshirt makes a triumphant return this season in various dark-toned checks, including classic windowpane patterns and the new season Stepney. The popularity of the wool-blend Pike iteration has led to its reintroduction in two new colorways for AW24, catering to both bold and subtle tastes. The Otto Overshirt, similar in design to the Whiting but with side-entry pockets, is available in quilted seasonal patterns, providing both warmth and style.
For those late autumn evenings, the new Mount Overshirt, made from thick wool-based fabric, is a must-have. Wax London has also expanded its outerwear range, introducing vibrant fleece options in the Cozi line, a fleece version of the beloved Whiting Overshirt, and the Iggy jacket in embroidered corduroy, which is poised to become a bestseller.
The collection’s outerwear reaches new heights with the introduction of the Knoll bomber jacket, available in Navy and Natural Melton Wool, and a premium leather bomber jacket crafted from RWS Gold-standard leather, marking the brand’s highest price point at £495. The Santoni and Sasso coats make a return, providing timeless elegance in grey and navy recycled wool, respectively.
Accessories and Essentials
Expanding beyond clothing, Wax London introduces a range of accessories for AW24, including corduroy caps and organic cotton socks, offering style and comfort at an accessible price point. These additions complete the collection, ensuring that every detail of the modern wardrobe is considered.
‘This World is New’: A Narrative of Reflection
To accompany the AW24 collection, Wax London presents “This World is New,” a short film featuring actor Jamie Sives. Set against the breathtaking backdrop of Scotland’s western islands, the film delves into the theme of finding sanctity in our surroundings. Sives, clad in the Whiting Over Shirt, Stan Coat, and Wilde crew knit, becomes one with the landscape, embodying the collection’s essence.
With “Escape The Noise,” Wax London invites you to step away from the distractions of modern life and embrace the tranquility and beauty of the world around us.
Shop the collection here.