MFMThe highly anticipated new collection from everybody’s New York favourites dropped this week and I personally believe that this is their strongest collection to date.
The one thing that stands out for me with Aimé Leon Dore as a brand is that it feels so personal to its owner, Teddy Santis. Drawing inspiration from his Greek heritage and New York upbringing, you really feel as if you are getting an insight into his mind, his lifestyle and his vision for the fashion industry. Each season sees this vision grow and mature, and this season really feels as if its found its footing.
The way they use marketing is nothing short of genius; incredibly high quality photography and videography really help to add context to the clothing, which, when coupled with their outfit images, further emphasises that buying from Aimé Leon Dore is much more than buying clothes: you are buying into a lifestyle.
By creating products ranging from t-shirts to jackets and trousers to hats, they really do create an entire wardrobe each season. This particular season, their colour palette is incredibly strong and brings together the colours that scream summer: super clean whites, yellows and deep reds. This clever trick means that they essentially create a capsule wardrobe every season, allowing each piece to work seamlessly with other pieces.
Trying to pick one item from their range would a job far too difficult for me, so I have instead chosen a handful of my favourites from their first drop.
Molina Inlet Graphic Hoodie – £185
ALD / New Era Yankees Ballpark Hat – £60
Greek Fisherman Sweat – £395
Terry Knit Cardigan – £345
ALD Penny Loafers – £245
Molina Brunch Graphic Tee – £90
Crochet Vest – £275
Fleck Henley Sweater – £350
Written By Tom Loughran