Herringbone & Sui was born in India but is a global citizen. With fabrics coming in from Europe and taking inspiration from across the world, H&S wanted to capture the cultural, creative and artistic energies of a city that has always been a top destination. Beautiful scenery, open-minded people, great nightlife and the perfect mix of old school and modern- Amsterdam. The city fit in perfectly with Herringbone &Sui’s philosophy for the new collection hence the SS16 campaign was shot in Amsterdam.
Shot at De Brucht which is the oldest trade union building in the Netherlands. It was built by Hendrik Petrus Berlage- known as the father of modern Dutch architecture- in 1899. The incredible designs and stunning interiors mean the scene was set to showcase the city’s rich tradition alongside premier menswear. Commissioned by the Algemeene Nederlandsche Diamantwerkers Bond, Berlage diverges from the norm of geometric prints and highlights experimental designs and rich architecture at De Burcht.
The SS16 collection features elegant yet urban pieces that can be worn as easily to the office as for a night out. This versatility and durability is exactly what inspired the brand to incorporate a thread of heritage through the campaign. Shot by a renowned English photographer, we sat down with the founders of Herringbone & Sui & the photographer to talk a little bit about the campaign and collection.
How would you define the overall aesthetic of this line as opposed to previous collections?
Kabir and Samarth: This collection is a lot lighter than previous collections. We’ve used newer technologies to produce lightweight fabrics that are easy to wear and maintain their shape. Our silhouettes are naturally slim and modern so we’ve continued with that, though of course with customisation, you can pick the way you want the suit, shirt or trousers to fall.
K&S: Amsterdam holds a special place in our hearts to be honest. It’s a vibrant, energetic city where you can appreciate a whole variety of experiences. Whether it’s just hanging out by the canals and grabbing a few beers, taking day trips out of the city or enjoying the pervasive art scene- you can get everything here. We were scouting venues and the photographer suggested De Burcht. As soon as we saw the space we were sold, it was magnificent and awe-inspiring with beautiful details and intricate designs.
What was your thought when conceptualizing the campaign?
Tom: I wanted to juxtapose the heritage of the building with the modernity of the clothes without them standing out like a sore thumb. It proved a real challenge at first however we couldn’t be happier with the results!