This season James Long graced London’s schedule with Iceberg SS19. Although the show took a departure from it’s natural Milan habitat, the roots of inspiration remained firmly of Italian decent.

The collection drew heavily on motorsport aesthetic, with bold references throughout. Almost as bold as the colour palette, which saw a stream of bright primary reds, blues, and yellows amongst hints of neon. The excitement was moreover derived from the use of colour and print than the silhouette, which was kept simple but effective within the sportswear/athleisure lane – zip track pants, hoodies, bombers and two pieces for the female counterparts. Many of the pieces were emblazoned with ICEBERG SINCE 1974, encapsulated by their racing stripes. There were smacks of football regalia too, interweaved for good measure.

90s nostalgia remained firmly in hand, a trend that doesn’t appear to want to let go of its grip on fashion just yet. The clunky yet functional trainer, which one could deem the kingpin of the 90s era - didn’t fail to make its appearance, marrying well to the overarching vibe. Other wistful appearances were made in the form of Charlie Brown, Peanuts and the Pink Panther. Cartoon novelty can border on tacky, and no it may not have been high brow, but these playful elements lent themselves well to what was a fun and vibrant collection as a whole.

Catwalk images via londonfashionweekmens.com

Iceberg Spring / Summer 2019 Menswear