Agyness Deyn at the presentation of ther third collection for Dr. Martens
Agyness Deyn at the presentation of ther third collection for Dr. Martens
 

01 Aug. 2013

Agyness Deyn partners up with Dr. Martens for the third time


Model Agyness Deyn has once again collaborated with Dr. Martens and unveiled her third collection for the traditional UK shoe brand in Manchester. The limited line for Fall/Winter 2013-14 will launch globally in September 2013.

It consists of five different shoe styles, three dresses, a t-shirt, a classic shirt, a jumper, a jacket and two suitcase bags. The pieces all express a very classic style with fine cuts and large collars. The collection is predominantly navy, grey, black and white. A tea pot theme can be found throughout the line, following a flower theme in the first season and an eyeball-print in the second collaboration. Deyn found inspiration for her latest line for Dr. Martens in the brand’s sub-culture heritage, reinterpreting the Mod look: “The collection shows a more refined style, it is very essential, taking it back to the classic. And I feel the Mod look, uniform-style and the whole idea of looking groomed fit to that very well.”

For the first time, the Manchester-born model did not star in the campaign herself but chose budding model Grace to represent the line in the respective lookbook and campaign video.

Simultaneously, also Dr. Martens’ new brand campaign for Fall/Winter 2013-14 was launched. Under the headline “#Standforsomething”, the brand accompanied a selection of true Dr. Martens wearers and captured their self-expression and what they stand for. Simon Jobson, International Marketing Director at Airwair International Ltd: “We have an extremely diverse range of consumers; therefore we cannot have just one uniform communication approach. So now we decided to move away from glossy fashion campaigns but make it relate to all the individuals by covering only real people and their surroundings.”

The collection features a classic, refined style and a tea pot theme.
The collection features a classic, refined style and a tea pot theme.

Maria Hunstig

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