INTRODUCING SELF CINEMA
Tipped to be the hottest new label to launch this year, Scoop is delighted to announce that Self Cinema will make its UK debut at the SS20 show at the Saatchi Gallery from the 21st – 23rd July.
Founded by ex-Acne Studios design duo Samuel Thomas and Anthony Rock, Self Cinema is a project designed to offer a better way of dressing based on three enduring principles: high end design and quality, affordable high-end pricing, and sustainability.
Founder and CEO of Self Cinema Anthony Rock, previously head of denim development and production at Acne Studios under the direction of Jonny Johansson, says: “For our first season collection SS20 we have being looking at what we would like to establish as the core foundations of our vision, and the pieces we want to keep coming back to season after season. For us the key wardrobe classics; Breton, Denim and Nylon Anorak Jacket best sum up our taste. Cool, cult, intelligent and confident. With our base in Stockholm Sweden we are perfectly placed to absorb the ‘Lagom’ and beauty of Scandinavia, and also the tension created with the injection of hip, young things.”
Founders Samuel and Anthony have a shared interest in design classics and culture disruption. Their SS20 collection blends a sense of Scandinavian youth cool, the American pop art crowd of Andy Warhol’s Factory, and French pop icons such as Francoise Hardy. The eclectic mix of these three anchors to youth attitude permeates the collection, featuring oversized organic cotton knitwear and EcoNyl anoraks, slim organic Japanese indigo denim and organic Egyptian cotton jersey which give the collection its high fashion style, and luxury hand. An EcoNyl shopping bag and cross body pochette complete the collection in Blackwatch check, and Salt blue twill.
Headhunted to work on the men’s collection at Gucci in 2004, followed by the women’s team at Burberry Prorsum on the show and pre-collections under the direction of Christopher Bailey, then in Paris at LVMH Group in several roles including designing the men’s collection at John Galliano, Loewe men’s collection under Stuart Vevers, including a collaboration with Junya
Watanabe/Comme des Garcons, and rebranding and redesign of the current men’s collection under J.W.Anderson, co-Founder Samuel Thomas says: “Clothing plays a critical part in the way we narrate our lives. Self Cinema is a way of creating awareness whilst we consume, it’s the exposure of what is beyond the appearance. We use Self Cinema to quantify the decisions we make whilst making purchases and about the garments we wear.
“We would like to offer a unique three-way approach to the premium clothing market. Firstly, the garments must be accountable to the processes and labour that is a part in the creation of our collection. The style will be coherent with contemporary high-end casual daywear. The price will not reflect the quality, as the price will be kept competitive to offer the best experience to our customers.”
Scoop is renowned internationally for its exclusive presentation and expertly curated edit of fashion designers and labels from Britain and the rest of the world, many of whom select the show as their launch pad. The show welcomes premium department stores from across the globe including Harvey Nichols, Brown Thomas, John Lewis, Voisins, Galeries Lafayette, Beymen and Le Bon Marché as well as independent boutiques such as Aria Boutique, Found, Iris Fashion, Jules B, and Sue Parkinson.
JOIN US AT THE ICONIC SAATCHI GALLERY FROM 21st – 23rd JULY FOR SCOOP'S SS20 EDITION.