Shaun Samson’s SS12 Man

By Jenna Hawkins / October 6th, 2011 in Fashion / London / 357 views

Shaun Samson is a California-born British-trained menswear designer who launched his label this year with a AW11-12 collection at London Fashion Week in February. Since earning a BA and MA degree in Fashion Menswear from the prestigious Central St. Martins, Samson has worked on four collections with the enigmatic, luxe sportswear designer Jeremy Scott and most recently teamed up with Fashion East and The Hidden Agency as part of their Man SS12 video series.

Directed by Liam S. Gleeson and set to a sun drenched soundtrack of The Big Pink covering Beyoncé’s Sweet Dreams, Samson’s Man SS12 video is an exploration into the life of the ‘typical early 90s grunge and surf era boy’ in California—with a twist. Gleeson and The Hidden Agency recreate the stereotype of California in an empty warehouse, creating a dreamscape complete with trickling water and harsh sunlight, through lush projections of the landscape and Samson’s designs of Aztec-esque colourful stripes and bright, bad-boy Dylan McKay beach shorts. Cowabunga dude!

Fashion East is a pioneering non-profit initiative established by the Old Truman Brewery in 2000 to nurture emerging young designers through the difficult early stages of their career and has achieved success stories with House of Holland and Gareth Pugh. The Man SS12 collaboration featured videos from Matthew Miller‘s architectural collection and Martine Rose‘s collection rooted in the culture of skateboarding, as well as Samson’s designs with the support of high street retailer, Top Man.