Streetwear brand Serge DeNimes drops a promotional video for their AW15 campaign. 

Serge DeNimes AW15 Campaign from Serge DeNimes on Vimeo.

Renowned for their printed jersey basics and jewelry, Serge DeNimes was founded a few years ago by Made in Chelsea‘s most stylish guy, Oliver Proudlock. Always overshadowing his more traditionally clobbered mates on the show with his experimental dress-sense – big hats, boldly patterned tailoring and the topknot are all staples – Proudlock’s latest collection builds on much of what we’ve seen before from the brand: mainly graphic-heavy t shirts, sweats and jackets.

The video for the A/W 15, called ‘Concrete Jungle’, is shot against a backdrop of darkly lit, starkly urban, city-scapes (no surprises there) firmly entrenching Serge in the streetwear genre. Current-feeling motifs like hieroglyphic-style symbols are repeated throughout much of the collection, running vertically down sweat shirts with matching pants, or across the back of a black bomber jacket. The pieces are shot and styled simply, with black denim and often with branded snapbacks or one of Serge’s trademark necklaces.

The  look book itself shows a few stand out pieces like the wool aviator jacket with a shearling collar and a black hoodie with a sculptured and gathered neckline that echoes the dark vision of designers like Rick Owens. In essence then, it’s another wearable collection from Serge DeNimes with just enough design flair to remain subtly directional, and it’s certainly at home amid the concrete jungle from which it takes its name.

Serge DeNimes AW 15 drops on 14/09/2015

WORDS: Benji Walters