Penfield introduce their Spring/Summer offering with a stripped back lookbook, giving an in depth look into their often overlooked Summer collection.
It has to be said, Summer clothing is not what Penfield are really known for. Their Stapleton, Kasson and Hoosac styles found in the Winter collections are more what we have grown to love from the brand; heavier and bulkier styles, favoured by many streetwear circles. This might be why then, for the SS12 lookbook they have a produced a series of images that are a far cry from what Penfield lookbooks have been like in the past. Although this still features country settings, the focus is on the styles themselves, being shot with just a crisp white background and wooden flooring. This out-of-context approach to the photography highlights the garments and how they can be worn. It’s almost as if style is more the focus with this collection as a whole, rather than functionality.
I have to admit, it is hard to tell which are new styles here as Penfield are a brand known for repeating styles season upon season, with only minor quality improvements or a switch up of a colourway here and there. That isn’t a bad thing though. When it comes to outerwear, they pretty much know what they are doing, so good even that I noticed a comment on another popular fashion site by someone complaining that their Penfield jacket was too warm this winter – not something to be moaning about if you ask me. There is a couple of main highlights for me here, and these lay in the styling, which has a more sophisticated and accessible feel to it.
I get the impression that this lookbook has a strong focus on portraying the brand as a fashion brand and not just as an outdoors wear brand. The second highlight for me is the little touches of detail and new additions to the collection with pieces such as belts, caps, a bucket hat and tote bag. Again, touches more commonly considered by a fashion brand as opposed to a function brand, as Penfield have previously been perceived.
This lookbook, both with content and the way it has been styled, excites me for whats to come from Penfield. To get your hands on any of what you see here, head over to the Penfield site now.