On Saturday 10th June 2017 designer Daniel w. Fletcher hosted his SS18 fashion show at Protein Studios in Shoreditch. A London based menswear designer and Central Saint Martins graduate who collaborated alongside stylist Ben Schofield and Toni and Guy on this timeless collection for LFWM.

The collection was set in the open space venue just a short walk from the infamous Brick Lane and revolved around a dozen classic sportswear outfits. Head to toe the models gazed at the camera , glossed in vaseline, natural light and immaculate garments to give the collection a sophisticated feel.

Instead of  carrying out the cliche runway walk , the models acted as mannequins stood still between Gym mattresses placed on the floor to accompany the formal sporty vibe. The show was brought to life and made extra special by Fletcher's decision to showcase his work as though it were an exhibition rather than a standard fashion show.

From camel coloured trench coats to bold striking stripes, the designs presented not only Fletchers creative vision but a wide variety of materials, cuts and aesthetically-pleasing patterns. The designs were distinctive and recognisable to Fletchers's style, with the subtle repetition of colours and belts over garments to alternate the outfits.

More of Daniel Fletchers designs can be found on his Instagram page -

Words: Alicia McGuire: Fashion Week Press |
Images: Alicia McGuire | Fashion Week Photographer | @alykmx